Helping people find Jasper since 2011.
- Client
- Tourism Jasper
- Sector
- Tourism and destinations
- Disciplines
- Digital Product, Story and Experience, Applied AI
Introduction
We started working with Tourism Jasper in 2011, and we’ve never stopped.
Jasper is a mountain town inside a national park, and Tourism Jasper markets all of it: the trails, the hotels, the restaurants, the dark skies, the long winters. Its website is where every local tourism business gets found, and its campaigns are often the first thing a visitor sees of Jasper.
In July 2024, wildfire reached the town and everyone was evacuated. For the weeks that followed, the website became one of the main ways Tourism Jasper kept the public informed: what was closed, what was open, and when people could come back. We kept the site and the park pass system running, and helped the team get updates out as things changed.
Since 2011, we’ve built their website more than once. We’ve run campaigns for every season, made the videos, and built the tools around the site. In 2026 we rebuilt their site for the agentic era.
The website
One place to plan the whole trip.
The Tourism Jasper site supports the whole destination, so it has to make hundreds of things to do easy to find. We rebuilt search and navigation around how visitors actually plan, then added the tools that turn browsing into a trip.
- 01
Faceted search
Visitors narrow the experiences by what they want to do.
- 02
Saved lists and trip planner
Lists visitors can share with the people they’re travelling with, plus a trip planner.
- 03
Story pages
Built for Jasper’s photography.
- 04
Park pass app
Next.js, Payload CMS and Stripe. It got pass sales back online quickly.
Campaigns and video
A place, sold season by season.
You’re not selling a product, you’re selling a whole place, and the reason to come changes every few months. We’ve built campaigns for Jasper’s seasons and signature events, including the Dark Sky Festival, winter campaigns and Jasper in January.
Paid search, display and landing pages lean on Jasper’s photography. On social, we make short video vignettes that range from phone-shot sketches to a full broadcast commercial.
- 01
Dark Sky Festival
Campaigns for one of Jasper’s signature events.
- 02
Winter
Winter campaigns and Jasper in January.
- 03
Paid search and display
Activity-focused, every season.
- 04
Social video
Vignettes, plus a broadcast commercial.
Rebuilt for the agentic era
All the content, mapped and migrated in days.
The new site runs on Sanity. We started from the content architecture we’ve built and tested across many Sanity projects, then mapped all of Tourism Jasper’s content into it. Claude, working directly in Sanity over MCP, migrated the content in a matter of days, not the weeks a migration usually takes.
The bigger change is what comes next. Every page and listing is now structured content, so we can ship new features faster and make Jasper easy for AI agents to read, not just people.
- 01
Sanity architecture
Content modelled on the architecture we’ve built across many Sanity projects.
- 02
Agentic migration
All content mapped and migrated by agents over MCP, in days.
- 03
Structured content
Readable by search engines, answer engines and AI agents.
- 04
A foundation
For faster features and new services.
Where it stands
Tourism Jasper has been a client since 2011.
As of October 2026, the new Sanity site is about to launch, and we’re already planning the next set of features on top of it.
Services
Digital Product
- Information architecture
- UX and UI design
- Sanity CMS architecture
- Front-end and back-end development
- Custom search
- Trip planner
- Park pass app
- SEO
Story and Experience
- Strategy
- Campaign creative
- Copywriting
- Video production
- Social strategy
Applied AI
- Agentic content migration
- Content structured for AI agents and answer engines
