In 2021, Airport Development Group (ADG) decided it was time for a makeover. They came to Captovate to help them rebrand as more than just your typical airport website.

Solution

Captovate's relationship with Airport Development Group (previously NT Airports) has spanned more than 10 years.

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 writer develops 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 30%.

Captovate have also developed the new corporate website for ADG. Illustration is a key feature in the 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.