mudmap
Ecosystem Mudmap — v1.0
Darwin Discovery Centre
Digital & Physical Experience Architecture
Layer 1 — Traffic Acquisition
Google Ads
Search + Display
Intent-based targeting — people actively searching Darwin WWII history, RFDS, Darwin tourism.
Meta Ads
Facebook + Instagram
Interest & lookalike audiences — history, travel, Australian heritage, outback.
LinkedIn Ads
Corporate & B2B
Event planners, corporate bookers, conference organisers — targeting events space enquiries.
3rd Party Operators
Tourism bundles
Tourism NT, tour operators, cruise lines. Bundled ticket packages with other Darwin experiences.
Direct / Organic
SEO + Word of mouth
Search engine presence, referrals, repeat visitors and local community.
All traffic arrives here
Layer 2 — Web Gateway
darwindiscoverycentre.com.au
Darwin Discovery Centre
Choose your window into the past
The Bombing
of Darwin
of Darwin
Wartime experience
RFDS
History
History
Flying Doctor story
Both
Experiences
Experiences
Best value
Visitor selects path
Layer 3 — Experience Paths & Online Ticketing
The Bombing of Darwin
Wartime digital experience path
Audience
WWII history enthusiasts, defence families, grey nomads, international visitors
Ad creative direction
"Where the Bombs Fell" / "Still Standing" / "History Lands Here"
WWII history enthusiasts, defence families, grey nomads, international visitors
Ad creative direction
"Where the Bombs Fell" / "Still Standing" / "History Lands Here"
Online Ticket
BoDH entry purchased → RFDS included free
Value add
Both Experiences
Combined ticket path
Audience
Full-day visitors, tour groups, families, cruise passengers
Ad creative direction
"Two stories. One extraordinary place." / "Touch Both Worlds"
Full-day visitors, tour groups, families, cruise passengers
Ad creative direction
"Two stories. One extraordinary place." / "Touch Both Worlds"
Online Ticket
Dual experience — 2-for-1 pricing
Best value
RFDS History
Flying Doctor digital experience path
Audience
Regional Australians, outback enthusiasts, families, international visitors
Ad creative direction
"Touch History" / "Where History Takes Flight" / "History Lands Here"
Regional Australians, outback enthusiasts, families, international visitors
Ad creative direction
"Touch History" / "Where History Takes Flight" / "History Lands Here"
Online Ticket
RFDS entry purchased → BoDH included free
Value add
Events
Venue hire & ticketed events
Audience
Corporate clients, event planners, public event-goers
Targeting
LinkedIn B2B for venue hire. Meta + Google for public events.
Corporate clients, event planners, public event-goers
Targeting
LinkedIn B2B for venue hire. Meta + Google for public events.
Booking
Venue hire enquiry / ticketed public events
B2B
Public
Physical visit
Layer 4 — Darwin Discovery Centre (Physical / Walk-ins)
Stokes Hill Wharf, Darwin — Tickets purchased on-site
The Bombing of Darwin
Wartime immersive experience
— Touch panel interactive exhibits
— VR bombing recreation
— Archival film & photography
— Physical artefacts
— "Still Standing" narrative arc
— VR bombing recreation
— Archival film & photography
— Physical artefacts
— "Still Standing" narrative arc
On-site Ticket
BoDH entry → RFDS included free
Value add
Both Experiences
Combined on-site ticket
— Full access to both experiences
— Staff guide both pathways
— Recommended for full-day visitors
— Groups and tour operators
— Best value on-site purchase
— Staff guide both pathways
— Recommended for full-day visitors
— Groups and tour operators
— Best value on-site purchase
On-site Ticket
Dual experience — 2-for-1 pricing
Best value
RFDS History
Flying Doctor interactive experience
— Touch panel patient stories
— Pilatus PC-12 cockpit experience
— Remote medicine exhibits
— Radio communications history
— RFDS then & now
— Pilatus PC-12 cockpit experience
— Remote medicine exhibits
— Radio communications history
— RFDS then & now
On-site Ticket
RFDS entry → BoDH included free
Value add
Events
Venue hire & after-hours events
— Corporate events & functions
— Venue hire for private events
— After-hours public events
— Conference & seminar space
— Catering & AV available
— Venue hire for private events
— After-hours public events
— Conference & seminar space
— Catering & AV available
On-site
Walk-in enquiry or pre-booked event
B2B
Public
Layer 5 — Distribution & Ticket Architecture
Direct Website
Owned channel — full price
Buy BoDH → RFDS free
Buy RFDS → BoDH free
Buy both → 2-for-1 pricing
Highest margin. Full data ownership.
Buy RFDS → BoDH free
Buy both → 2-for-1 pricing
Highest margin. Full data ownership.
Operator Bundles — Tier 1
Single experience + 1 other Darwin activity
BoDH or RFDS packaged with Harbour cruise, Darwin Zoo, aviation museum etc.
Premium pricing. Operator commission applies.
Premium pricing. Operator commission applies.
Operator Bundles — Tier 2
Both experiences + multi-activity
Full DDC dual experience bundled with 2+ other Darwin activities.
Highest price point. Targeted at tour groups and cruise passengers.
Highest price point. Targeted at tour groups and cruise passengers.
Events Bookings
Venue hire & public events
Corporate hire enquiries via website or direct contact.
Public event tickets sold via events platform. Separate revenue stream.
Public event tickets sold via events platform. Separate revenue stream.
