Enrich the online user experience.

The Internet has shaped tourism in ways we never thought possible. From being able to book trips to seeing a ground-level view of your travel destination all at your fingertips. Before any of that, tourists need to be able to find you in the first place. This is what we were tasked with – helping people find New Zealand travel options through digital means. As part of the 100% Pure New Zealand marketing campaign, our objective was to create the nation’s primary tourism web portal.

Curating all necessary content.

For New Zealand to appear as an attractive travel destination, we needed to leave a great first impression. What better option exists than to give users everything they’re already looking for? Peering into these people’s minds, we contemplated the process someone goes through when deciding to book a trip. This played a key role in the design of the website itself, as well as the accessibility of all its features.


Over 500% increase in New Zealand tourism.

Understanding what users wanted from a national travel website was vital to this redesign. We learned that customers wanted the following features:

· Richer content that is engaging and interactive
· Information about different locations and where to stay
· How to best use travel time

These features formed the foundation of the new and improved Offering a much richer user experience, visitors now have access to New Zealand travel information and can connect with local tourism agents. Its homepage doubles as the main landing page for all national marketing campaigns with 20 versions each catered to different markets.

In terms of user experience, customers are now greeted with rich visual content. All of this is complemented with features like interactive trip planning tools, special travel deals, tourism operator listings and general updates about the happenings of New Zealand. In fact, has won the International Webby Award twice for best tourism site in the world.

Overall, our efforts resulted in a 280% increase in overall traffic to the website with overall tourism in New Zealand up some 500%. In fact, the 100% Pure New Zealand campaign has become so widely recognized that New Zealanders want their national flag to reflect the logo of this tourism initiative.

Related work

Johnnie Walker House

Johnnie Walker, owned by Diageo, is a classic whisky known for its rich Scottish heritage. We are responsible for the brand’s digital innovation that drives user engagement and conversions. With that, Adaptis developed the Johnnie Walker Houses. This included a supporting digital presence to further promote the customer attraction. It has caught the attention of whisky connoisseurs around the globe, providing visitors with an experience to remember.

Kempinski Hotels

Kempinski Hotels currently operates a total of 80 five-star hotels in 30 countries. Persistently extending this global presence, the company must continue to deliver on its promise of an exclusive and individualized experience. To achieve this, our team developed a digital loyalty program, as well as a completely redesigned website. The loyalty program helps to time special offers and learn more about repeat visitors. As for the website it provides all of the information and booking tools a guest could ask for.


Winning the pitch to develop the interactive Lincoln customisation tool, we aimed to deliver an exceptional user experience. Working alongside the company, we ensured it would be portrayed in ways that were consistent with its brand image. By providing users with creative freedom, key consumer preferences were noticed and logistics improved. Ultimately, Lincoln gained happy customers and customers were happy to get exactly what they wanted. A true win for everyone.

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