Africa’s leading conference destination needed a leading digital destination.

The Cape Town International Convention Centre (CTICC) is Africa’s leading destination for business tourism. A destination that prides itself on exceeding expectations and offering service excellence. But, until recently, it lacked a digital destination that did the same. We were brought in to transform the CTICC’s existing outdated website so as to better represent the value that the centre provides in the physical world, in the digital world. To create an online hub that would serve as a powerful anchor for the brand’s digital marketing efforts and fundamentally change the way it does business.

By developing distinct customer personas off the convention centre’s various audience groups we were able to better understand and build the most relevant online journeys. Giving each user type precisely what they need, precisely when they need it.

The new journeys give the user a seamless experience to book, buy, explore, and enquire. And to make the jobs of the CTICC team that much easier we used the opportunity of building a new website to integrated into the back-office systems taking out processes that were previously largely manual and automating them digitally, cutting out laborious steps and streamlining workflows. We also introduced an ecommerce component so that event exhibitors can effortlessly order goods and services for their stands – a key new source of revenue for the centre.

Of course, we ticked all those key website build boxes too. We optimised for search. We took a mobile-first approach. We made the interface beautiful, not just functional. We integrated 3D virtual tours. And we prioritised strong visuals that bring the brand’s payoff line – “Experience Extraordinary” – to life and highlight the destination’s ideal location in the tourist hub of Cape Town.