Cara: communicating expertise via brand and web for an international b2b organisation

How to reposition a well-established pan-european b2b hotel marketing organisation, and communicate their expertise and point of difference in a fiercely competitive market?


Cara Hotel Marketing is a highly professional, pan-european fully outsourced sales, marketing and revenue management company. Operating in 32 countries, they communicate in 8 languages.

The key insight lay in Cara themselves and the fact that, unlike many other Sales and Marketing companies, they were experts across a number of territories (unlike most companies which focused on one) and were genuine commercial experts, not simply middle men supporting tactical marketing activity.

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As an agency, Wild Dog stood out from the crowd and from our first meeting, they took their time to get under the skin of our company, to understand who we are and the service we offer, and the vision we had for our new website. It was almost like therapy – I think it’s fair to say that Wild Dog helped us understand ourselves better too! The result is a new logo and a very professional website that delivered exactly the brief that we gave the agency on day one.
James Bell
Managing Director
Cara Hotel Sales & Marketing

Our approach:

Starting with the brand we focused on modernising their previous brand marque, and clarifying their offering. In-line with their actual core services, we evolved the company name to be Cara Hotel Sales & Marketing.

By including ‘Sales’ to their brand description, it made it much more clear that they offered more than the single marketing services provided by their competition. The sales aspect represented a core part of the organisation’s offering, and immediately it began to emerge through it's inclusion there were the increased opportunities and a distinct differentiator from their perceived competitors.

Through competitor analysis, whilst respecting elements from the brand’s existing heritage, we changed the colour to blue; creating a cool crisp feel; and added a strong typographic device in lower-case. It feels approachable and also works well on all digital devices and across multiple territories, which is important for a global organisation.

The responsive website clearly expressed all their services and key strengths within regions. Unlike other organisations, Cara has local experts in all the countries that they operate in and operate in a far greater number than their competition, making their level of expertise second to none. We clarified and refined their services into six key offerings, helping them stand out from the crowd and providing a clear point of difference.

Imagery across the site made it clear that Cara were a b2b provider, with all photography focusing on being in service, rather than traditional travel industry imagery. We also wrote all the site copy, including interviewing their clients both nationally and internationally, in order to clearly communicate the value they offered to new and existing clients.

The comprehensive CMS and our training on how to use it made it easy for Cara to keep the site up-to-date with all their latest news.

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