Jasper.travel
Jasper.travel
With Jasper’s Chamber of Commerce setting up a separate tourism board, we were called upon to design and develop a CMS-based website which would give exposure to Jasper’s travel partners, as well as engage key market segments to promote tourism to Jasper.
The newly created site brings the Jasper brand to life by showcasing evocative images of the local landscape, profiling local residents with blogs and videos, and introducing accommodation and activity vendors in the local area.
The site has been optimized to speak to market segments based on their traveler explorer quotient type (EQ) – i.e. whether they were cultural history buffs or authentic experiencers, using information from the Canadian Tourism Commission.
Jasper Time is a feature that reaches out to the audience in their time zone (based on their computers’ settings) and loads the image that correlates to what is happening in Jasper at the same time. Then it rolls on and takes the user on a day in the life at Jasper. Quirky calls to action tempt the user to respond to areas that interest them, telling the site more information about their personal travel preferences.
The Jasper LIVE section on the site encourages would-be tourists to meet the locals – to get a real sense of what is happening in the township. Jasper LIVE includes blogs from locals, videos from locals, integration with Flickr, Facebook, YouTube and Twitter so potential visitors can hear first‐hand what Jasper is like.
The site is modularized for future functionality, promotions and social media feeds to be integrated over time.
- Information architecture, navigation and content is designed to encourage potential visitors’ to interact with Jasper’s landscape, legacy and locals in order to build anticipation for a real life visit
- Scalable and user friendly CMS was designed for users with little CMS experience
- Site easily switch between Summer or Winter themes without additional development work.
- It attracted 4,558 unique viewers in the first month, with a 100% increase in the second month.
- Current travel deals attracts 26% of all on-site traffic resulting in high exposure for partner organizations.
- Won the IMA 2010 Outstanding Achievement Award under the category of Travel.