The Royal Flying Doctor Service (RFDS) is one of the world’s largest and most comprehensive aeromedical organisations. The non-profit fields a fleet of fully equipped air ambulances providing medical services covering the vast Australian Outback.

The RFDS invested in an on-site Visitor Experience adjacent to its headquarters in Dubbo. The tourist attraction employs dozens of local residents and is projected to attract more than 40,000 visitors per year. With tourism playing an increasingly vital role in funding the RFDS’ medical efforts, the RFDS decided it was time to develop a state-of-the-art Experience Centre website.

Deepend played a critical role in providing guidance and technical expertise towards making the RFDS site a success. This challenging project showcases some of Deepend’s greatest strengths in flexible development and positive change by design.

The Challenge: Bringing a Rich Tradition to Life

The RFDS Visitor Experience is an impressive multimedia attraction that uses incredible imagery to highlight the organisation’s rich history and valuable work. From the outset, it was clear that the organisation’s website would have to bring the same level of excitement and intrigue to its visitors.

We worked in close partnership with the RFDS team, prioritising creative agility so that we could identify the approach that would maximise the project’s outcomes. The Visitor Experience website had to showcase the RFDS visitor centre while also encouraging the public donations upon which the organisation relies.

We devised an operating framework that allowed the development team to communicate all of these messages to website visitors. Our approach was two-fold: we focused on empathising with the visitor while advancing the goals and priorities of RFDS stakeholders.