The Challenge
Tourism Richmond approached Eclipse360 with a clear goal: to redesign their website into a modern, dynamic platform that would attract visitors, support tourism growth, and better reflect the city’s unique identity. Their existing site no longer met the needs of a digitally savvy audience, nor did it effectively showcase Richmond’s vibrant community, diverse culinary scene, or growing network of tourism stakeholders.
The project required not only a visual overhaul but also a strategic rethinking of user journeys, stakeholder visibility, and long-term scalability. Tourism Richmond needed a solution that would work across devices, adapt to future campaigns, and serve a variety of audiences – from leisure travelers to local event planners.
The Approach
We began with a collaborative discovery phase, working closely with the Tourism Richmond team to understand their goals, users, and content priorities. While formal personas were not developed, insights from stakeholder and client content planning sessions helped guide a user-centric design approach. Three core user pathways emerged: Discover, Plan, and Blog, each anchoring the site’s main navigation.
The new website features:
- Discover: Content-rich sections on Food & Drink, Events, and Things to Do
- Plan: Itineraries, transportation tips, and trip-planning resources
- Blog: Editorial stories that highlight people, places, and unique experiences
To support the broader needs of the organization, additional content such as media resources, conference planning info, and corporate content was organized into a secondary hamburger menu – keeping the primary interface clean and visitor-focused.
Visual storytelling was central to the redesign. We curated a vibrant library of authentic photography and dynamic video to reflect Richmond’s character. Paired with warm, conversational copywriting, the site’s tone feels approachable, inclusive, and engaging.
The technical foundation of the site was built with scalability and responsiveness in mind:
- Mobile-first design for optimal usability on any device
- Flexible content modules for future marketing campaigns and expansions
- Integrated stakeholder directory to support local businesses and tourism partners
- Dynamic layout structure to enable deep user engagement and intuitive navigation
Ongoing Enhancements: Culinary Neighbourhood Map (Phase 3)
In 2023, Tourism Richmond continued its digital evolution with the launch of the Culinary Neighbourhood Map, a key Phase 3 enhancement designed and developed by Eclipse360.
Explore the Culinary Map →
This interactive feature celebrates Richmond’s thriving food scene by showcasing key culinary districts and highlighting restaurant listings within each neighbourhood. Designed for both tourists and locals, the map supports exploration, drives foot traffic to local businesses, and offers an immersive way to engage with Richmond’s diverse dining culture.
The Results
Since launching the redesigned website, Tourism Richmond has seen notable improvements in traffic, engagement, and user satisfaction.
Key performance metrics (One Year Post-Launch):
- +14% increase in users
- +17% growth in sessions (site visits)
- +13% boost in conversion rate
The website has become a go-to resource for both casual visitors and local planners, with enhanced visibility for stakeholder businesses, stronger engagement through storytelling content, and a vastly improved user experience across all platforms.
Feedback from internal teams, local partners, and Tourism Richmond’s board has been overwhelmingly positive, praising the website’s design, navigation, and strategic flexibility.
Award-Winning Recognition
The success of the Tourism Richmond website redesign was formally recognized with a Bronze award at the 2023 Creative Summit Awards in the Website Design category – an achievement shared proudly by both the Eclipse360 team and our client. This award highlights not only the visual and technical excellence of the website but also its strategic depth and user-centered execution.
Judged by a panel of industry experts, the Creative Summit Awards celebrate outstanding creative work across North America. Winning in the Website Design category affirmed the strength of our collaborative approach, from discovery and design to development and ongoing enhancements. It also validated our goal of delivering a high-performing, visually compelling, and functional platform that genuinely serves its users – both visitors to Richmond and the many stakeholders whose businesses are showcased throughout the site.
This recognition further reinforced the project’s success in positioning Richmond as a dynamic and accessible destination, while setting a new standard for destination marketing websites in British Columbia and beyond.
Today, visitrichmondbc.com stands as a vibrant, engaging, and scalable digital hub that continues to support Tourism Richmond’s broader mission: to attract visitors, promote local experiences, and uplift the stories of its community. The site remains flexible and future-ready, built to evolve with new campaigns, stakeholder needs, and content strategies.
The partnership between Tourism Richmond and Eclipse360 was more than a redesign – it was a strategic reinvestment in how Richmond presents itself to the world. And it’s a project we’re incredibly proud to have brought to life together.
