Northern BC Tourism wanted to enhance the look and functionality of its existing website by integrating more visual impact, offering additional tools to site visitors, and by bringing the design in line with NBCTA’s new corporate identity and ad campaign which smashLAB designed. To this end, smashLAB performed an evaluation of the existing site to find weaknesses and identify opportunities for enhancement.

The new main page features rich Flash™ components that engage the viewer and give them a more tactile feel for the region with rotating photographs. The updated colour palette enhances the look further with a fresher green and the tiled background brings in elements from their redesigned corporate identity. An exhaustively reworked structure and navigation system improve the site’s functionality and ease of use.

NBCTA’s new site—an immense improvement over the previous—boosted site traffic ten-fold and increased fulfillment significantly. The marketing tools and visibility of the site offered great value to their stakeholders, allowing them to establish a strong online presence and market their tourism product successfully to an international audience. Clint Fraser, NBCTA’s Marketing Director says, “Not only do I feel that our site is one of the best tourism sites in BC, but it also rivals any tourism site.”