Cox & Kings

elegant website for the world’s longest established tour operator

How do you develop a website for the world’s longest established luxury travel company that embraces whole-heartedly the technical future, whilst respecting a brand with over 250 years of heritage?


Cox & Kings, the world's longest established travel company, specialises in luxury holidays. Running client focus groups and online user testing, we worked closely with the client and their clients to establish exactly how they were using and researching specialist travel information. An increasing number of their audience were using mobiles and tablets to access their incredible range of tours; coupled with their specific methodology of researching destinations and travel information, we were able to develop a truly bespoke site fitting of the Cox & Kings client base.

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I think on all the projects Wild Dog Design have worked on for Cox & Kings, the level of creativity and originality has been a strong point. On the DM project we liked all your ideas; whilst the website is an excellent response to the brief.
Philip Hamilton Grierson, Marketing Director
Cox & Kings

Our approach:

Armed with our focus group and user testing analytics, we worked closely with Cox & Kings developing their information architecture, user experience analysis and wire framing. Research had shown that the clients wanted a very visual, intuitive style of navigation whilst offering multiple layered information.

The site was required to be enabling and informative for pre-tour research; whilst easy to locate specific product to purchase online or make an enquiry. We worked with the client in the UK and CMS supplier based in India and sympathetically designed and built the extensive series of responsive html templates that make up the new Cox & Kings website.

Following the successful launch of the main website, the user testing showed that the blog was a key part of the client research. We created a new ID brand for the blog, and adopted their existing printed 'Compass' magazine title, and set the path for the blog and print magazine to start to merge in terms of written and visual content. As a result, we created a new online brand for the blog and redesigned the front-end HTML templates for ‘Compass’ and integrated to Wordpress retaining existing content, making this easier to access and locate relevant material in their extensive back catalogue.

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Direct Mail:

Our brief was to design an effective and prestigious ‘brochure season’ announcement direct mail piece with high-end production values that reflect the Cox & Kings cultural ethos.

The finished A6 direct mail piece was perfect bound, black foiled cover onto GF Smith uncoated stock with unique ‘cultural icons’ created for the relevant internal four-colour spreads. The DM received an outstanding 9.8% response conversion rate; resulting in winning the Best DM Campaign at the Travel Marketing Awards. Our remit included design, print and fulfilment for this 50,000 mailing campaign.

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