Project Overview
VisitCanberra is the official source of tourist and travel information for Canberra. The Canberra Visitor Guide app makes it easy for you to research and plan your trip to enjoy the best of our region. This app is conveniently indexed for you to browse our key experiences: family fun and kids' activities, food and wine, our great outdoors and adventure activities, and the home of Australian art and culture. Browse through and explore the information, images and videos and discover what to see and do, where to stay and eat and when to visit Canberra.
Project Commissioner
Project Creator
Team
Margaret Merten, Chief Content Officer, Medium Rare Content Agency
Karla Courtney, Digital Director, Medium Rare Content Agency
Ann Tan, Consultant, Woodwing Digital Services
Owen Greenwell, Content and Workflow
Project Brief
Medium Rare Content Agency was engaged to relaunch the Canberra Visitor Guide app. The app was previously an interactive book-style format that was available only on iPad.
This new format allows users to access the content by experience straight from the homepage - content is grouped intuitively based on key demographics (family), experience types (food, wine, outdoors, accommodation, culture) and it is also updated frequently throughout the year with a summary of the latest events.
All recommended venues in each feature are conveniently mapped for users to make it easy to plan their activities.
This app is available on the App Store and Google Play for mobile and tablet devices.
Project Need
It is no secret at all that users who are travelling or simply looking to enjoy the best of their home town use the internet to research what to do.
There is a great deal of information online - this app brings together all of the official information from the official source on Canberra travel in a very easy-to-use way. It allows users to reference all of the things to do in Canberra, whether they are online or offline.
Events in particular have a big impact on people's decisions to travel: the app is updated seasonally with all the latest events - these are clearly marked on the homepage making it easy for users to locate what is happening now in Canberra.
Overall the app blends content that inspires people to travel to Canberra while also providing useful information for people while they are actually in the city and surrounding region.
User Experience
The homepage is of course the first and most important part of the app users see when they open it.
Our homepage surfaces a great deal of content in a very engaging and user-friendly way. Users can easily browse the experience types and access the information that suits their needs straight away. And, there is no waiting for the entire book to download, all individual articles open straight away for reading.
All of the articles are beautifully designed and work responsively to display optimised for the user's device. All articles with multiple recommendations of places to go link to interactive maps built by our team to make finding and planning.
Project Marketing
The core audience is anyone travelling to or located in Canberra. In addition to using our own marketing channels to draw users to the app (the printed guide, press releases, etc) we have used some geolocated/targeted social ads.
Project Privacy
This app, built using the Adobe AEM platform is built with best practice privacy policy including:
The app links clearly to a privacy statement in the main menu.
The app settings clearly allow users to turn off notifications, turn off background refreshing, opt in or out of mobile data usage, opt in or out of sharing analytics and the option to clear content (temporary files/downloaded content).
Tags
News, reference & information
We all rely on apps that broadcast or diffuse news and current affairs both locally and globally, keep us up to date with important information such as weather, warnings and hazards and allow us to quickly access information and reference resources.
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