Campaign: Travel Heroes
Freshen up our website and make us stand out in an increasingly competitive and automated sector.
Increase in dwell time
Increase in pages viewed per session
Increase in traffic
After undertaking a review of competitor websites, we knew we had to find a point of difference to make Cresta stand out.
While most shout about their all singing/all dancing automated booking systems, we decided to focus on the highly personal service provided by the team at Cresta. A few creative brainstorms later – informed by a lot of anecdotal and personal experience – we decided that travel agents take the hassle away from busy travelers and are, in fact, unsung heroes.
This gave us our central creative idea so our design team set about creating superhero illustrations of each of the Cresta team, while our copywriters had fun using all the puns they could find before our web developers set about restructuring and building a new, more intuitive, colourful and engaging website.
We knew our approach was daring for this conservative sector and were chuffed to pieces when the new website was revealed and received a hugely positive response from within the wider company and – most importantly – from Cresta’s customers, who agreed that the service they receive is ‘Nothing less than heroic’.
The heroes theme has creative ‘legs’ and the idea has now been extended to mailers, business cards and all sorts of other marketing activity.
Apart from receiving lots of plaudits from customers, the new website witnessed an immediate and sustained increase in traffic and was even featured in the leading travel trade publication.