Responses by Pierre Chan, associate creative director and Lindy Scott, account director, Cossette
Background: The site is designed to inspire potential travelers to learn more about the Yukon in northwest Canada. By providing content that allows users to learn more about the destination, visualize themselves there and aid in planning their future trips, the site works as a tool to encourage consideration and eventual travel to the Yukon.
Highlights: The Yukon is packed with year-round beauty, so we wanted to show it off with a visual navigation. After the primary navigational level, a full-screen takeover shows secondary and tertiary levels as image tiles. There are also itineraries that use Google Maps API to walk visitors along the actual path they’d take while planning their trip.
Challenges: There was limited Yukon content—copy, photography and video—that was available to leverage for the website, so the majority of the site’s content needed to be developed from scratch.
Favorite details: The homepage uses point of view footage to immediately immerse users in the Yukon experience upon landing on the website. It highlights activities across all four seasons to showcase the range of experiences the Yukon has to offer. Each piece of copy on the site was written with a tone of voice that is unique to the Yukon.
Navigational structure: The site’s navigation is reflective of the user’s potential journey. Through extensive stakeholder and end-user research, we identified the key stages a consumer goes through when planning a trip. The website is designed to nurture that journey and push users to book a trip to the Yukon.
Technical features: The website is integrated with popular travel and trip planning resources such as TripAdvisor and Google Maps. The integration with TripAdvisor provides users with ratings of local businesses within the Travel Yukon website and Google Maps API is used to help visitors plan their travel itineraries. To further aid in trip planning and itinerary creation, the site also allows visitors to save an article, activity, itinerary or any page on the site.