Madeira Exclusive sells an island many of its readers couldn’t place on a map. The design’s own headline gives the strategy away, introducing Madeira to America as the Hawaii of Europe. We built the page around that idea.
An American planning a long trip compares places they can already picture. Madeira has the coastline, the climate and the hotels, but in our experience it is rarely on the shortlist. A site that opens with hotel listings skips a step.
Introduce the island in one screen and settle how to get there straight away. Holidaymakers and property buyers each get their own way in. Then the page gives a reason to book through Madeira Exclusive instead of any booking site: rates agreed with a partner hotel group.
American travellers planning a long-haul holiday, and buyers looking at property on the island. Most have never visited, so they need the place explained before they compare where to stay.
Ocean and sky photography carries the colour, from the misty north coast in the hero to the rooftop lounge in the carousel. Around it the page stays white with charcoal type and buttons. Gold appears twice, on the award badge and the investments door, the two places that should catch a serious buyer’s eye.
Headings use a light display serif with fine contrast. It reads like a printed travel brochure and leaves the photographs room.
Premier Advisors for Europe’s Leading Island Destination
The welcome headline, in the design’s own type.
The page makes four bets about a reader who has never visited.
The hero borrows Hawaii to explain Madeira in four words, over a photo of cliffs dropping into the Atlantic. An award badge naming it Europe’s leading island destination sits top right. In one screen the reader gets both.
A small framed notice announces direct US flights to Madeira, with a book now button. Getting there is the first worry for an American reader, so the page answers it before the first scroll. Anyone with flights booked can close it.
Under the welcome, three photos lead to Discover, Accommodations and Investments. A family planning a holiday and a buyer pricing an apartment each find their way in with one click. The investments label is set in gold, because that visitor is worth the most.
Four hotels from a partner group follow, each with a photo, one line and a book now button, under a headline promising exclusive rates. Why book through an advisor? Those rates answer that. Readers who aren’t ready yet can leave an email for news of events and festivals.
Select a section to find it in the design.
Misty cliffs above the Atlantic, the Hawaii of Europe headline in a light serif, an award badge and a framed notice about direct US flights.
A small gold building mark and the advisors’ headline on the left, four short paragraphs about the island on the right.
Photo doors for Discover, Accommodations and Investments, the last labelled in gold.
A full-width rooftop lounge overlooking Funchal bay, with arrows to more photos.
Four partner hotels in two rows, each with a photo, a name, one line and a book now button.
A short invitation to hear about events and festivals, an email field and a charcoal subscribe button.
The name, the tourism partners’ logos and the information links on charcoal.
Hero — Where Madeira is, and why
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