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Create a comprehensive tourism site for New York City, integrating ways of booking entertainment, dining, shows, and all the city has to offer through one digital experience.


Create a fully comprehensive tourist site for NYCGo, highlighting the many tourist attractions of New York City.

With a new site that focuses on the user’s experience booking different attractions, sites, and more in New York City, Bellwether created a seamless site that allowed tourists and locals alike to book with ease.

Bellweather's founders, Emily Lessard and Louis Lee, directed the strategy and creative direction for, resulting in a Webby win for Best Travel Site and a 20% increase in organic traffic. The new design integrated content, eCommerce, and advertising across 9,000+ pages, partnering with, Ticketmaster, OpenTable, and Viator for seamless experiences. NYCgo prioritized mobile and video, featuring 100+ video backgrounds of NYC neighborhoods and events. Its template set a standard for destination websites globally, with video backgrounds and neighborhood-driven content becoming industry norms. The site's success earned recognition from 45+ press outlets, including Forbes, and accolades from Skift and HOW Design, solidifying its place among the top tourism websites and sites for designers.