CREATING A TRULY GREAT TOURISM EXPERIENCE FOR THE AGE OF SOCIAL MEDIA

Client: Harbour City Ferries
Sector: Transport

Harbour City Ferries had the goal of increasing footfall and talkability amongst international and local travellers. They engaged Tobias to design and build a new online experience.

Digital Design Strategic Design

Challenge

Tobias were invited to define, design and implement an innovative new service for Sydney’s iconic ferry operator Harbour City Ferries. Working in partnership we created a Minimum Viable Product (MVP) to test the viability of a new tourism platform for Sydney Harbour Ferries in support of its longer term strategic objectives to:

  • Increase passenger footfall on the ferries
  • Creating talkability amongst international and local travellers
  • Establishing new revenue stream opportunities for the business

Poster used to promote website on the Sydney's ferries.
Beyond The Wharf poster promoting an Instagram photography competition.

Approach

Based on existing research Tobias rapidly designed and built an engaging new online experience for one Sydney’s most famous icons. Website analytics and passenger data informed an engagement and content strategy utilizing multiple channels and leveraging existing audience behaviours to create a vibrant new experience for both tourist and local travellers.

"Tobias did a fantastic job launching our company’s strategic presence in the digital space under our new website and social media platform ‘Beyond The Wharf’. Great job!" Steffen Faurby - CEO at State Transit Authority of NSW

Outcome

The new website optimised for desktop, tablet and smartphone increased Ferry patronage by 5.7% and engaged 95% new website visitors. The dynamic web presence incorporated key social media elements, interactive journey maps, videos and suggested itineraries. Tobias created all the visual and written content, photography and videos of iconic stories related to the iconic harbour experience. Additionally the online platform content strategy opened up partnerships and retail opportunities previously untapped by the the transport company.

Solution storyboards.
The Beyond the Wharf website.
Digital Design Strategic Design