Journeyscape A new website to launch a brand for an established tour operator breaking into North America

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Journey Latin America is a highly-respected and experienced tour operator to Central and South America. In 2024 they launched their first brand outside of the region - Journeyscape - offering expert tours to North America. 

The website needed to complement the look and feel of Journey Latin America, but stand on its own feet as a new brand. Where Journey Latin America has 40 years of heritage and is known for its regional expertise, Journeyscape needed to establish itself in this new, highly competitive region. 

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The site needed to look and feel like its sister site, and we had 3 years of learnings to build on. However, there were significant differences too. Latin America comprises 24 countries, so it was relatively easy to funnel users into specific areas of the site to look for holiday inspiration. With only two vast countries in North America, we needed to build the Information Architecture in such a way that it provided enough inspiration for customers who didn’t know what they were looking for, whilst not overwhelming them with choice. 

It was amazing as ever working with you on this project - and the website is stunning of if I do say so myself. Thanks to the whole team for all the hard work and passion that went into this. Hope to work with you all again at some point soon!It was amazing as ever working with you on this project - and the website is stunning of if I do say so myself. Thanks to the whole team for all the hard work and passion that went into this. Hope to work with you all again at some point soon!
Jenny Powles, Head of Press and Marketing Journeyscape

It was also crucial to create a structure that allowed for future development, if Journeyscape, as a new ‘Mother Brand’ were to expand into other regions. 

It also needed to be built in a flexible way to allow for rapid growth in content. The brand aimed to launch with a manageable number of holidays, and also would not have generated the history of positive reviews, but needed to allow for this potential growth. 

A bespoke WordPress build sat at the site’s heart, with APIs linking to various third parties, to process form submissions, import relevant reviews, and manage marketing campaigns.

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