Kipling Tours is a tailor-made group travel company that specialises in the schools travel market.
Situation
Kipling Tours is an educational travel specialist offering tailor-made tours including Educational, Sports and School Music tours internationally. The company operates out of both the UK and the USA, and additionally runs selective Adult Choir tours.
Following on from Wild Dog’s successful rebranding of the company, Kipling Tours commissioned the agency to redesign and build from scratch their comprehensive, multi-language website. The branding phase had stood us in good stead as considerable research had previously been carried out in terms of competitive analysis and how to position Kipling Tours within the quality end of the educational travel specialist marketplace.
Approach
An iterative and collaborative process was adopted; and working closely with the client we took a considered approach to ensuring that the core USPs of experience and expertise were conveyed at all stages of the enquiry process. These included emphasising the operator’s Financial Security, Pre-Trip Inspection and Support on the tour; standard reassurance aspects for any tour operator but especially important when the client base is an educational establishment involving your adults.
Our work began with an overhaul of the Information Architecture. Understanding the educational specialist audience helped us create journeys for different types of travellers and deliver the information in a logical manner. Concurrently it was vital that imagery played a key role; highlighting the amazing experiences that would be enjoyed by the young adults, whilst emphasising the professional and educational benefits embedded within the trip.
Following this comprehensive process, we began the process of design, front and back end coding with new CMS and full training with host support.
