This leader in polar travel specializes in high-end Arctic and Antarctic expeditions. With a staff at the top of its field, some with mountains named after them, the audience is adventurous world travelers looking for a authentic polar travel experiences. This site provides the information necessary to research and book once-in-a-lifetime trips. Many aesthetically pleasing sites lack functionality; this site is both beautiful and utilitarian.

• Since a typical sales cycle for this travel provider can last as long as two years, visitors needed the ability to delve deeper into the content with each subsequent visit.

• The overall navigation approach (so well done that it makes the Site Map seem like extraneous content) is supported by a shallow navigation and bread crumbing.

• The initial phase of the project began in May 2006; the site launched September 2007.