Cruise Passenger

Industry:

Travel Media

Scope:

Website Design & Build

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The new site took advantage of the quality photographic content within a travel publication
The new site took advantage of the quality photographic content within a travel publication

Travel Media publishing house Big Splash Media had found themselves with an online publication which allowed minimal editorial control along with an outdated business model.

After 10 years ‘Cruise Passenger’ was a complex tangle of legacy code where even the smallest change would cost them thousands. 

Feeling their hands were tied they contacted the Curator Company to work alongside their Design Director to build a new magazine design that was more flexible and contemporary.

Searching through a decade of content with the  new AJAX search tool
Searching through a decade of content with the new AJAX search tool

New Strategy, Structure and Roadmap

Historically a news focused magazine, Cruise Passenger was looking to pivot their online asset into a more interactive tool where their readers could research the destinations they wanted to visit and the ships they wanted to travel on.

This strategic repositioning meant the introduction of two new categories – a database of ship reviews and a new destinations section with categorised along regions and ports.

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Challenges

With over 10 years of content & a poor architecture across multiple taxonomies the Cruise Passenger website was in need of simplification and a focused strategic direction.

The previous agency had built an algorithm driven news site which was ‘of-it’s-time’ but as with most digital media, time had moved on and the website needed to move quickly or be left behind.

With only a couple of months until the new Cruise season began in Australia, the strategy, content and design brief was still being formulated while the staging server was being set up.

The ships content was written using google sheets
The ships content was written using google sheets

Process & Templates

While building the UI and screen design, the editorial team were busy writing content for the new templates.

Over 150 new pages providing a cruise ship overviews was to be provided in a spreadsheet format in paragraph blocks.

Sourcing and testing a new csv importing tool we were able to populate the new ships pages by importing the the spreadsheet into a pre-created templates. This flexibility mean that changes could be made quickly and easily via a an online interface the editorial staff were comfortable using while the site was being built.