LITTLE ROCK, AR--(Marketwired - Mar 11, 2015) -  The Arkansas Department of Parks and Tourism (ADPT) today launched a redesigned version of its official tourism website, The new interactive, mobile-friendly site represents the personality of Arkansas with inspirational photography, eye-catching typography, captivating video, compelling stories and easy-to-use data and trip planning tools.

"We are very excited to once again lead the pack with an innovative and beautiful website," said Richard Davies, ADPT director. "Throughout the site, visitors are introduced to the fascinating people and adventures in Arkansas and the industry partners -- hotels, attractions, restaurants and operators -- who facilitate successful journeys."

Dedicated to Sales Leads is designed to drive traffic to Arkansas's many industry partners. Bold panels on key pages use compelling, bite-sized content to tell stories and direct users to travel-planning information. first launched in 1998 and started winning awards the following year. ADPT's focus on innovation and improvement continually places among the top 10 most-visited state tourism websites in America. This redesign reinforces the ADPT's strong digital base for the Arkansas brand.

"High-quality, original content is the most authentic way to engage visitors and drive repeat visits," said Leah DiPietro, communications manager for ADPT. "Not only can users visually explore content in a streamlined way, but our team can now publish content easily and flexibly to best serve our customers and partners."

Responsive Design
Because mobile device traffic exceeds 50 percent of all visits to, the website's new "responsive design" automatically scales to fit most popular desktop, mobile and tablet screen sizes.

"Not all responsive Web design is created equal," said Marla Johnson, CEO of Aristotle, the interactive agency that collaborated with ADPT on the project. "In developing the new, we chose the best responsive design practices, focused on user-experience and carefully crafted a site that performs at its best on a desktop, tablet or mobile device."

Johnson said, "Typically, redesigning a website to be responsive forces a choice between a site with attention-grabbing photos or one that provides important trip information. Today's travelers want and need both on the same platform. The new successfully integrates form and function, which is unique in the industry."