CASE STUDY: THE ARGYLE
EFFECTIVE WEB DESIGN IN HOSPITALITY

ABOUT THE ARGYLE

The Argyle is Sydney’s latest destination venue located in The Rocks, Sydney. Comprising of a cobble stone courtyard and five unique bar areas over two levels, The Argyle is stylish and relaxed with a striking mix of old and new. After opening in April 2007, the brand new entertainment precinct quickly became the destination for lunch, dinner, after work drinks, late night frolicking and events.

WWW.THEARGYLE.BIZ

www.theargyle.biz

CHALLENGE

  • To create a website that reflects the funky style and sophistication of the newly opened venue
  • To optimise the web communication for casual patrons of The Argyle as well as for the function market
  • To create a CMS (=Content Management System) which enables the client to update their website on an ongoing basis
  • To create an online campaign in line with The Argyle’s existing marketing and branding activities

STRATEGY

  • Trendhaus designed and built The Argyle website, with focus on the key elements needed for the website to ultimately attract a maximum of casual visitors and convert into social and corporate function bookings.

EXECUTION

Trendhaus designed the website taking into consideration several important web design and web programming elements:

  • Programming:
    The website was built primarily in HTML, with rotating flash elements. This was a strategic decision by Trendhaus to ensure that the website would later be effective for online marketing.
  • Layout:
    Every page of the website sits in one frame. Along with the user-friendly and easy to navigate menu bar, this ensures users are not ‘lost’ as they scroll through many pages.
  • Imagery:
    Trendhaus used two styles of images:
    1. Images that featured the venue were used to illustrate the venue’s practicality for functions
    2. Images featuring smiling, happy people were strategically used so that visitors would associate positive experiences with the venue.
  • CMS System:
    A Content Management System (=CMS) was built for "our DJs" and "our music" pages. The CMS enables the client to easily update the content of these pages regularly themselves and save costs in the long run.
  • Online Marketing:
    Coinciding with the launch of the website, Trendhaus implemented a comprehensive Search Engine Marketing (SEM) campaign. The campaign is aimed at capturing interest from casual patrons as well as event managers.

RESULTS

  • Increased brand awareness of The Argyle as a venue for lunches, dinners, functions, etc.
  • Reinforcement of existing offline marketing activities and promotions
  • Increased visitor traffic to website and as a result higher ranking on search engines
  • Nearly instantaneous increase in online and offline function enquiries

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