InterContinental. Website and tone of voice.

InterContinental Melbourne The Rialto needed a new, user-friendly
site to match their exquisite hotel and prestigious reputation.

About the project.

InterContinental Melbourne The Rialto is a five-star luxury hotel. While their brand is recognised, well-established and respected, their website needed to be redesigned to align with their signature contemporary style and elegance. Included in this redesign was the creation of a new tone of voice guide and a new copy deck of every page.

The WordPress site we designed focused on user-friendly navigation and clear journeys, with design and copy that showed off both the quality imagery of the hotel and the understated luxury of customer’s experiences.

  • Customer-focused architecture

    By restructuring the navigation and user journeys, we were able to make the site simple to use and understand which significantly improved user experience.

  • A refreshed tone of voice

    Our copywriting team created a new tone of voice guide to give the brand an unforgettable element, and match its image of understated luxury. Then, we implemented the copy on every single page.

  • e-Commerce functionality

    To optimise hotel gift card purchases and also simplify this process for customers, we helped InterContinental automate an existing sales process through the integration of ecommerce functionality.

Broaden target audience

While still attracting the business customer, we wanted to captivate a younger audience too. Through a delicately revised tone of voice and updated imagery, we were able to do this.