LITTLE ROCK, AR (News release) – The Arkansas Department of Parks and Tourism (ADPT) has launched a redesigned version of its official tourism website, Arkansas.com. The new mobile-friendly and interactive site presents the personality of Arkansas with inspirational photography, eye-catching typography, captivating video, compelling stories and easy-to-use data and trip planning tools.
“We are very excited to once again lead the pack in terms of an innovative and beautiful website,” said Richard Davies, ADPT director. “Throughout the site, visitors are introduced to the fascinating people and adventures in Arkansas and to the industry partners – the hotels, attractions, restaurants and operators who will facilitate successful journeys.”
Dedicated to Sales Leads
Arkansas.com as a whole is designed to drive traffic to Arkansas’s hundreds of industry partners. Cinematic, storytelling panels on key pages use compelling, bite-sized content to direct users to travel-planning information such as booking a room, identifying hours of operation, or reserving a boat.
Arkansas.com first launched in 1998 to great success, winning multiple awards the following year. Due to ADPT’s focus on innovation and improvement, Arkansas.com continually ranks in the top 10 most visited state tourism websites in the country. This new redesign solidifies ADPT’s focus on establishing a strong digital base for the Arkansas brand.
“High-quality, original content is the most authentic way to engage visitors and drive repeat visits,” said Leah DiPietro, communications manager for ADPT. “Not only will users be able to visually explore content in a streamlined way, but our team at the department will be able to publish content easily and flexibly to best serve our customers and partners.”
Since August 2014, traffic to Arkansas.com from mobile devices has exceeded 50 percent of total visits. Arkansas.com is now a “responsive web design,” meaning it delivers all website content to the industry’s most popular desktop, mobile and tablet screen sizes.
“Not all responsive web design is created equal,” explained Marla Johnson, CEO of Aristotle, the interactive agency that collaborated with ADPT on the project. “In developing the new Arkansas.com, we chose the best responsive design practices, focused on the user-experience and carefully crafted a state tourism site that will perform at its best on a desktop, table or mobile device.”
The new Arkansas.com is a unique take on responsive design because it is both cinematic and data-driven.
Johnson explained, “Typically, redesigning a website to be responsive forces you to choose between having a site that features big, eye-catching photos or one that provides important travel planning information such as booking a room or finding a trail. The reality of today’s industry is that travelers want and need both on the same platform. The new Arkansas.com successfully integrates stunning visuals while being functional and informational at the same time. That makes it unique in the industry.”