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Airport Development Group
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Supporting ADG with digital and creative services for over 12 years
Overview
We've been lucky to have a longstanding relationship with Airport Development Group (previously NT Airports) since 2010 when we developed their first website.
Since then, Captovate have supported ADG with many digital and creative developments. This includes rebuilding all of their airport sites in 2015, refreshing their sites to add a new subsite Travel Gateway in 2021, to rebuilding their sites in the most up to date software in 2023. We also run digital marketing campaigns and do social media management.
Websites
There are lots of moving parts within the ADG organisation, so over the years we've been a part of the development of various sites.
Darwin, Alice Springs and Tennant Creek airport websites were built within the Drupal framework. These builds included CMS design and implementation and web integrations to back end account management system.
Now in 2022, we're redeveloping the 3 airport sites in Drupal 9. Before commencing the builds, we'll complete in-depth competitor analysis to gauge the features and directions of airports around the world, to help us understand what the modern traveller needs from an airport website.
Captovate have also developed the new corporate website for ADG in 2022. Illustration is a key feature in the website design, using banner imagery of the airport to create digital illustrations. The site uses parallax scrolling to create the effect of the real image morphing into illustration.
Expanding strategy with Travel Gateway
We worked closely with the ADG team to create a strategy that expands their brand to target a broader travel and tourism market, rather than using the airport platforms as merely a place to find airport related information. With a new management team on board, ADG asked Captovate to help leverage their current audience to build long term relationships and encourage return travel to the NT.
To do this, we developed a new subsite - Travel Gateway. The site offers useful insights into what to see and do throughout the Northern Territory and the Kimberley, with the core goal of increasing travel through Territory airports. Travel Gateway includes an integrated SkyScanner widget to book flights, as well as bookable experiences and accommodation through the BookEasy platform, managed by Tourism Top End. Captovate’s role was to create a seamless user experience within the limits of the third party booking engine.
Captovate's content writers develop regular blog posts on local content to help drive traffic to Travel Gateway. This helps with SEO and also grows our audience of website visitors, which we can use for ad retargeting.
To attract more attention to the Travel Gateway, we run Google Ads into southern states. When we initially launched Google Ads, website traffic increased by 400%.
Social media management
In 2022, Captovate started the management of ADG’s social media platforms. This includes the management of the following profiles:
- Facebook - 3 pages (Darwin International Airport, Alice Springs Airport, Travel Gateway)
- Instagram - 2 profiles (Darwin International Airport, Travel Gateway)
- LinkedIn - 1 profile (Airport Development Group)
This involved strategic content planning to properly consider the approach to each of the 6 profiles and support ADG’s vision, purpose and organisational values. We conducted competitor analysis and audience research to guide content planning, also reviewing previous data to see areas of strong audience engagement and how that aligns with ADG’s goals.
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