How National Digital helped NRMA Parks and Resorts transition from plugin-heavy WordPress sites to a centralised, secure, high-performance digital platform using Contentful and Next.js.

NRMA Parks & Resorts: WordPress to Contentful Migration

Migrating 40+ Sites to a Unified Headless CMS Platform

What did National Digital deliver for NRMA Parks & Resorts?

High confidenceVerified 12 Oct 2025

We migrated 40+ legacy WordPress sites to a unified Contentful headless CMS platform with Next.js, creating a centralised content management system for 50+ parks and resorts. The solution delivers faster load times, enhanced security, and a 'create once, distribute multiple times' content model.

Additional Context

NRMA Parks and Resorts needed to consolidate multiple WordPress sites into a single, secure, scalable platform that could serve content across all their properties efficiently.

Sources

National Digital Client Project
WordPress to Contentful migration delivering centralised content management and enhanced performance

NRMA Parks and Resorts operates over 50 parks and multiple resorts across Australia, each requiring dynamic, engaging digital content to attract visitors and manage bookings. Prior to our engagement, they were managing 40+ separate WordPress websites - each with its own plugin dependencies, security vulnerabilities, and content management challenges. This fragmented approach made it difficult to maintain brand consistency, update content efficiently, or ensure optimal performance across all properties.

The client came to us with a clear vision: consolidate these disparate sites into a single, unified platform that would simplify content management while improving security, performance, and user experience. They needed a solution that could scale with their business, support multiple content types, and enable their marketing team to update content across all properties from a central location without technical bottlenecks.

Working closely with NRMA stakeholders, we designed and implemented a modern headless CMS architecture using Contentful as the content layer and Next.js for the frontend. This approach eliminated their reliance on WordPress plugins, reduced security attack surfaces, and created a flexible, API-driven system that could distribute content seamlessly across all digital touchpoints.

From Fragmented WordPress to Unified Contentful Platform

Problem

NRMA Parks managed 40+ individual WordPress sites with plugin dependencies, security vulnerabilities, and inconsistent branding across 50+ properties, creating content management nightmares and security risks.

Business Impact:

Time Wasted:35 hours per week on repetitive content updates across sites

Cost Implication:Significant annual costs in maintenance and security patching

Opportunity Cost:Lost bookings from slow site performance and security concerns damaging brand reputation

Solution

Migrate to centralised Contentful headless CMS with Next.js frontend, enabling create-once-distribute-everywhere content model with enhanced security and performance.

Our Approach:

1
Content Audit and Migration Planning(3 weeks)
Analysed 40+ WordPress sites, mapped content structures, and designed unified Contentful content models
2
Contentful Implementation(6 weeks)
Built custom content types, configured workflows, and migrated existing content to Contentful CMS
3
Next.js Frontend Development(8 weeks)
Developed high-performance Next.js application with TypeScript, GraphQL, and responsive design
4
Integration and Launch(3 weeks)
Connected DataDog for error logging, tested across all properties, and executed phased rollout

Expected Outcome:Centralised content management, 3x faster page loads, enhanced security posture, and seamless content distribution across all NRMA Parks properties

The technical implementation centered on creating a robust, scalable architecture that could support NRMA's growing digital presence. We selected Contentful for its powerful content modeling capabilities, intuitive editorial interface, and enterprise-grade API performance. The platform's flexibility allowed us to create reusable content components that could be assembled into different page types across all park properties.

Our Next.js frontend leveraged static generation and server-side rendering to deliver exceptional performance. By using GraphQL to query Contentful's API, we optimised data fetching and reduced payload sizes. TypeScript provided type safety throughout the application, catching potential errors during development rather than production. The result was a blazingly fast website that could handle high traffic volumes during peak booking seasons.

Security was paramount in our architecture decisions. By moving away from WordPress, we eliminated the plugin-related vulnerabilities that had plagued the previous system. The headless architecture meant there was no database or admin interface exposed to the public internet. We implemented DataDog for proactive error detection and monitoring, ensuring the team could identify and address any issues before they impacted users.

The content migration phase required careful planning and execution. We developed custom migration scripts to transfer content from 40+ WordPress databases into Contentful's structured content models. This process involved cleaning up inconsistencies, standardizing formatting, and ensuring all media assets were properly migrated and optimised.

One of the key benefits we delivered was the 'create once, distribute multiple times' content model. Marketing teams can now create a single piece of content in Contentful and have it automatically appear across relevant park pages, the main website, and future mobile applications. This dramatically reduced the time spent on content updates while ensuring brand consistency across all touchpoints.

The launch was executed in phases, rolling out the new platform park by park to minimise risk and allow for feedback incorporation. NRMA's team received comprehensive training on the Contentful interface, empowering them to manage content confidently without requiring technical assistance for routine updates.

Project Outcomes and Key Benefits

Consolidated 40+ WordPress sites into single Contentful platform
Critical
Reduced content update time by 70% with unified content management
Critical
Improved page load speeds by 3x with Next.js optimisation
Important
Enhanced security posture by eliminating WordPress vulnerabilities
Critical
Enabled seamless omnichannel content distribution
Important

The migration to Contentful and Next.js transformed NRMA Parks' digital operations, delivering significant time savings, enhanced security, and improved user experiences across 50+ properties.

"Working closely with NRMA stakeholders, we delivered a scalable solution that simplifies content management and optimises user experience," reflects the National Digital team. The project showcased our expertise in headless CMS migrations and modern web architecture, delivering measurable business value through improved operational efficiency and enhanced digital experiences.

The success of this project has positioned NRMA Parks for future digital growth. The flexible Contentful platform can easily accommodate new content types as their business evolves, whether that's virtual tours, booking integrations, or mobile app content. The API-driven architecture ensures they're ready for whatever digital channels emerge in the future.

NRMA Parks Migration: Common Questions

Why did NRMA Parks choose Contentful over other headless CMS options?

Contentful offered the best combination of enterprise features, editorial usability, and API performance for NRMA's needs. The platform's content modeling flexibility allowed us to create reusable components that work across all park properties, while the intuitive interface ensured the marketing team could manage content without technical assistance. Contentful's proven scalability and reliability were crucial for handling traffic spikes during peak booking seasons.

How long did the migration from WordPress to Contentful take?

The complete migration spanned approximately 20 weeks from initial planning to final launch. This included 3 weeks for content audit and planning, 6 weeks for Contentful implementation, 8 weeks for Next.js frontend development, and 3 weeks for integration, testing, and phased rollout. We executed the launch park-by-park to minimise risk and ensure smooth transitions.

What technologies power the new NRMA Parks platform?

The platform is built on Contentful (headless CMS), Next.js (React framework), GraphQL (API query language), TypeScript (type-safe JavaScript), and DataDog (error logging and monitoring). This modern stack delivers exceptional performance, developer experience, and maintainability while future-proofing NRMA's digital infrastructure.

How does the content team manage updates across 50+ properties now?

The unified Contentful platform enables true omnichannel content management. Teams create content once in Contentful and can distribute it across any number of park pages automatically. Content can be templated for reuse, customised per property when needed, or shared globally. This 'create once, distribute everywhere' model reduced content update time by approximately 70% compared to managing individual WordPress sites.

What security improvements were delivered?

Moving from WordPress eliminated plugin-related vulnerabilities that were the primary security concern. The headless architecture means no database or admin panel is exposed to the public internet - all content delivery happens through Contentful's secure APIs. We implemented DataDog for proactive monitoring and error detection, ensuring any issues are caught before impacting users. The platform follows security best practices including HTTPS everywhere, API rate limiting, and regular security audits.

Can the platform integrate with NRMA's booking systems?

Yes, the API-driven architecture makes integrations straightforward. The Next.js frontend can connect to any booking system via APIs, and Contentful's webhooks enable real-time content updates when bookings or availability changes. This flexibility was a key design consideration, ensuring NRMA can enhance the platform with booking features and other integrations as their digital strategy evolves.

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From Fragmented WordPress to Unified Contentful Platform

Problem

Business Impact:

Time Wasted:35 hours per week on repetitive content updates across sites

Cost Implication:Significant annual costs in maintenance and security patching

Opportunity Cost:Lost bookings from slow site performance and security concerns damaging brand reputation

Solution

Migrate to centralised Contentful headless CMS with Next.js frontend, enabling create-once-distribute-everywhere content model with enhanced security and performance.

Our Approach:

1
Content Audit and Migration Planning(3 weeks)
Analysed 40+ WordPress sites, mapped content structures, and designed unified Contentful content models
2
Contentful Implementation(6 weeks)
Built custom content types, configured workflows, and migrated existing content to Contentful CMS
3
Next.js Frontend Development(8 weeks)
Developed high-performance Next.js application with TypeScript, GraphQL, and responsive design
4
Integration and Launch(3 weeks)
Connected DataDog for error logging, tested across all properties, and executed phased rollout

Expected Outcome:Centralised content management, 3x faster page loads, enhanced security posture, and seamless content distribution across all NRMA Parks properties

Project Outcomes and Key Benefits

Consolidated 40+ WordPress sites into single Contentful platform

Critical

Reduced content update time by 70% with unified content management

Critical

Improved page load speeds by 3x with Next.js optimisation

Important

Enhanced security posture by eliminating WordPress vulnerabilities

Critical

Enabled seamless omnichannel content distribution

Important

The migration to Contentful and Next.js transformed NRMA Parks' digital operations, delivering significant time savings, enhanced security, and improved user experiences across 50+ properties.

NRMA Parks Migration: Common Questions

Why did NRMA Parks choose Contentful over other headless CMS options?

How long did the migration from WordPress to Contentful take?

What technologies power the new NRMA Parks platform?

How does the content team manage updates across 50+ properties now?

What security improvements were delivered?

Can the platform integrate with NRMA's booking systems?