7travel.com.au Aug 17 2016 (2)Sometimes you see a website and immediately connect. Other times you wonder what on earth is going on – and that is the case with the new site, 7travel.com.au, which launched today.

How can a website backed by one of Australia’s biggest media companies miss the mark so completely?

It’s vague and pointless, as in: what is the point? why am I here? what is this site supposed to be? After spending around 10 minutes on the site I still have no idea. The positioning and navigation is terrible.

I’m equally clueless after reading the press release from creator, Seven West Media, which owns the Channel 7 television network and West Australian newspaper.

The release is opaque and dense, packed with corporate double-speak that continually refers to “e-commerce” and cross-platform broadcast viewing opportunities.

It declares: “Through powerful storytelling with 7Travel, Seven West Media will deliver – in combination across our television, online and publishing assets – the inspiration, the insights and the transaction for those people to be inspired, learn and action their travel desires like never before.”

“Action their travel desires!” Not right now.

Seven Media also says the site carries “premium content for 104 destinations and travel experiences catering for all demographics from weekend getaways to overseas adventures”.

Yet somehow it feels empty.

Apparently there are also “shoppable content verticals to inspire, escape and transact” while the site “delivers integration with social channels”.

I could find none of that and to me the site is an epic fail. Just shows that creativity, direction and intent beats money every single time.

What do you think?

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