How to reposition a well-established Far East tour specialist to faithfully reflect their knowledge and experience, whilst retaining their valued sense of being a family-owned, highly personal service?
Eastravel is a family-owned specialist tour operator focusing on the Far East; well-established, with genuine shop foot-fall clients and an ever increasing on-line presence. The company wanted to rebrand to reflect their sophisticated expertise of the region, whilst retaining their friendly and approachable ‘local’ identity.
Through collaborative research with the client, we established that unlike other tour operators for this region, Eastravel go beyond the traditional tourist hotspots and landmarks. Their unique understanding meant that their customers’ gained a real insight, without having to spend months researching. Eastravel is the perfect choice for the time-poor, experience-rich audience of honeymooners, young professionals and empty nesters looking for a really special holiday experience.
The first step was creating a brand marque which clearly identified their specialism and felt approachable and friendly, and reflected the company’s core values. Adopting a clean and elegant typographical route, with complementary earthy colour palette, the new marque reflects the Eastravel ethos of personal service and expertise. The strap-line of ‘Experience our Asia’ feels welcoming and inclusive; whilst introducing their breadth of experience that they offer clients.
For the website design and development, we deconstructed the existing site and went through a thorough phase of site analytics and customer research, developing an improved information architecture (IA). In order to clearly communicate their point of difference and unique understanding of the region, we created sample itineraries which focused on the unique aspects of their tour - ones that competitors were unlikely to include. These can also be filtered by interest groups, allowing visitors to tailor their trip precisely to their requirements.
The carefully curated accommodation showcases wonderfully with an image gallery illustrating the fantastic accommodation they can expect with Eastravel. The site is extremely visual which showcases the region to its fullest, whetting people's appetite and encouraging them to choose Eastravel to book their trip. The project included a comprehensive Information Architecture process, responsive front-end design and development, CMS integration and training.