It may seem easy for a cable car carrying eager tourists over a lush tropical garden to create a brand. In fact, the brand is just about built in. However, building a website is another story entirely. Even the best-marketed business can benefit immensely from having a website that is as well branded as the rest of their company. Madeira Botanical Cable Car is a good example of this.
Travel is a business where branding is important. There are many different places competing for scarce tourism dollars and even more activities, restaurants, and hotels available at each of these places. If you are competing for this limited market, your brand and every aspect of it need to be en pointe.
Website Reviewed: telefericojardimbotanico.com
The Madeira Botanical Garden Cable Car website features a background with several exotic species, which relates to the plants that people view from their cars. A variety of tabs allow visitors to the website to access the information they need. The information is well organized and easy to access. In addition to the plants in the background, photographs of the gardens fill the site.
There are a few details that make this website interesting. The most notable is the way that subtle details in the website reflect other aspects of the brand. For example, the header has the same font as the logo design and the greens in the website and the logo are identical. These and other small similarities subtly tie the two together and create a cohesive image.
While the website is for a company in another country, they clearly have put effort into marketing to English speaking people, as evidenced by the quality of the copy. This is an important detail for travel websites and other international sites to remember. If you are marketing to people in another country, hire a native speaking writer to write your copy.
This website is overall well branded and attractive, but is it really one of the best? Here is our evaluation:
Creativity: 3 stars. There are not a lot of creative elements, although the website is certainly high quality A few original touches will give this website personality and make it a little more memorable.
Ease of use: 5 stars. The website is incredibly easy to navigate, with all information in a logical place and nothing bogging it down. Even the photographs load quickly.
Functionality: 5 stars. There are links to Twitter and Facebook as well as satellite maps of the area. This company is clearly using the latest technologies to enhance their website.
Content: 5 stars. As we mentioned, the website is well written by a native English speaker. However, there are a few details, such as a few link descriptions, which are still in the company’s native Portuguese. These of course were merely an oversight, but it detracts from the professional image.
Appropriateness: 5 stars. The colors and themes of the website are perfect for the industry.
Overall: 4.6 stars. Except for a handful of weak areas, the Madeira Botanical Garden Cable Car has a great website that is a perfect complement to their brand.