Travel and technology companies parking the concerns of tight margins for a day spent experimenting with technology usually don't regret it.
Adventure travel specialist Tourdust cut its developers loose to see what they could do in terms of presenting a multi-day trek on Mount Kilimanjaro online.
The result is this climbmtkilimanjaro microsite which tells the story in a simple but evocative way - big on imagery, tight on descriptions.
Tourdust boss Ben Colclough admits the site is a little slow but it's definitely worth devoting a few minutes to for the real sense of experience that comes across.
"It's challenging to get the right content to rank online nowadays and the days of producing something which just looks good are gone, it has to be of use.
We have experimented before with microsites for mainly SEO purposes and using standard blog templates but we felt more could be done."
The company now wants to work on the speed of the site, integrate maps further into the tour and experiment with parallax scrolling whereby different elements of the site scroll at different speeds.
The end goal is to extend it to other major climbs and multi-day trips and eventually integrate it into the main website.