Port Macquarie: The brand at full volume

Design approach

The palette is a deep forest green, a sunshine yellow and a warm cream, with a chunky uppercase display face and a monospaced body. The site is built to keep that volume instead of taming it. Most heroes are full-bleed photography or video of the region (a waterfall, the lighthouse at golden hour, a seaplane on the water, lantern sculptures lit up in a park at night), with the page title set large in yellow. Search alone skips the image for a flat yellow field. Below the fold, the yellow returns as the search bar, the breadcrumb bar and diagonal panels that cut across cream sections, and photography sits inside tall arched masks so a row of cards reads as a gallery.

Platform features

Under the brand sits the Roam platform. The hero block runs video as readily as a still. Operator Products are synced from the Australian Tourism Data Warehouse (ATDW) and presented on Roam Product pages: description, facilities, accessibility information, hours, a gallery, a Mapbox map with driving directions and, where the Operator offers one, a booking link out to their own site. The See & Do page opens on an interactive Product map of the whole region, filtered by type, so a Visitor sees at a glance how much sits beyond the town. Search is Roam’s instant search: one field, a type and a location selector, and a tab for each kind of result. Events run through Roam’s What’s On (“Events are in our blood”, the page says), from the Wauchope Highland Gathering to IRONMAN Australia and the Glasshouse’s shows and exhibitions, and the home page leads with “Coming Activities”. Images are sized for each device. And AI Discovery, included on every Roam site, publishes its llms.txt.

Content and information architecture

The top level follows a Visitor’s plan: Discover, See & Do, Stay, What’s On, Plan and Blog. Discover divides the region into Port Macquarie, Wauchope & Hinterland, Camden Haven and Tiny Towns & Villages, and the home page’s “Discover the region” grid gives Birpai Culture a tile of its own.

Itineraries do the dispersal work. Five self-drive Taste Trails, “specially curated ‘Insider’s Guides’” in the site’s phrase, send Visitors out of town. The eight-stop Creatives + Curios trail crosses Port Macquarie, Wauchope and Kendall in any order, with a printable trail map and a link onward from every stop to its Product page or the Operator’s own website. Multi-day trips such as “3 Days Exploring Camden Haven, Wauchope and Port Macquarie” start in the Camden Haven, on the Beach to Beach Shared Path between North Haven, Laurieton and Dunbogan. The blog, with filters including “Our Top Picks”, shares the home page’s “Get Inspired” cards with the Taste Trails: “4 Unique Ways to Divide Our 9km Coastal Walk”, “Must Love Dogs”, Producers + Providores. And Port Macquarie’s campaign area, “Where time does wonders”, has its own page (“Pack what you need for a few days but leave your watch at home.”) with seven “Unpack” tiles, a “Sweet Deals” section and a newsletter sign-up.