The Melbourne Cricket Club (MCC) engaged Luminary to reimagine and redevelop its digital ecosystem – encompassing the MCC, MCG and Australian Sports Museum websites – into a unified digital platform.
The brief was to consolidate the three websites into two, one for MCC and one for MCG, with the Australian Sports Museum (ASM) being brought under the MCG banner for the first time. The objectives of the new websites were to modernise the customer experience, streamline authoring processes, and create a platform that would uphold the MCC and MCG’s reputation for excellence – both on and off the field.
The redevelopment of the MCC’s digital ecosystem marks a major step forward in its digital transformation. By unifying three distinct brands under a single Optimizely instance, the MCC now has a robust, scalable and future-proof foundation to support its audience well into the next decade.
The platform delivers faster load times, improved reliability during major events, and a vastly enhanced user experience – particularly on mobile. The new stadium mapping, member portal and events functionality bring the MCG experience to life online, while improved authoring tools empower content teams to manage information more efficiently than ever before.
