Over 20 years of experience delivering innovative digital solutions

headland.co.uk

Travel and Leisure

Supporting the Travel and Leisure Sector to build successful online businesses

headland

We are digital specialists with a proven track record delivering results for clients in

the Travel and Leisure sector.

We are a digital agency driven by results, committed to creating outstanding websites, digital campaigns and marketing communications. Our work ranges from the highly complex and technical to the creative and impactful.

We work across all platforms creating user experiences that optimise brand engagement and ecommerce revenues. Our highly experienced account teams work on briefs from major corporates and SMEs.

Headland has more than a decade of experience in the Travel and Leisure sectors and this continues to be a strength of our agency today. Here we present some of our latest digital work for new and longstanding clients.

We work closely with our clients. We believe the combination of our creative and technical skills, your sector knowledge and our shared marketing know-how makes for an exceptional team delivering outstanding results.

Welcome to Headland

Welcome to Headland

We tailor our services to your requirements.

If you need a full service end to end project delivery please just ask, we have a long and proven history of effective deployments in your business sector.

Equally should you need consultancy, creative, technical or marketing expertise to supplement your in house capabilities we can support you.

We are results driven and pride ourselves on being able to support our clients with any digital challenge.

Our client services include:

• Project discovery

• Brand exploration

• UX design

• Technical build

• Managed hosting services

Our service offering is as flexible as our client list is diverse. There is no one size fits all.

We adapt to meet your goals and challenges.

Our service offering is designed around you

• 24/7 support

• Content marketing

• CRM and email marketing

• Campaign creative

• Marketing communications

Visitor attraction bookings website design and build

We worked with Alton Towers Resort and the BBC on the CBeebies Land visitor attraction. CBeebies Land is a park within a park for families with children. We animated elements of the characters bringing them to life and putting them front and centre. We created a themed navigational structure and frontend to the Holiday Extras booking engine.

• Creative brief, specification and planning

• UX and visitor journey design

• Optimising I.P. appeal

• Campaignable interactive content

• Online park ticket and room booking

cbeebiesland.com

CBeebies Land (Alton Towers Resort/BBC)

CBeebies Land (Alton Towers Resort/BBC)

Launch campaign

Our work on the launch of the CBeebies Land Hotel included the banner ad creative and email creative sent to Alton Towers Resort’s targeted eCRM database. The campaign traffic delivered a successful launch, on-going promotional activity and a high level of early bookers.

• The online launch of the CBeebies Land Hotel concept

• A platform to promote the concept through to hotel opening

• Dialogue with bookers and potential bookers

• High levels of advanced bookings

CBeebies Land (Alton Towers Resort/BBC)

Email marketing

eCRM is a hugely important aspect of Alton Towers Resort’s marketing activity. On-park initiatives offer up great opportunities to create online events that are easily communicated through email. Visitor behaviour provides triggers for email broadcasts on a one-to-one and one-to-many basis. We worked in partnership with Alton Towers to develop its opt-in list, and campaign creatives.

Our creative work with Alton Towers Resort extends to banner campaigns and social media promoting seasonal offers and the launch of new resort attractions. Our work on social media took the client past 1M Facebook likes. Our integrated email, banner and content marketing continues to drive day visitor and short break conversions.

• eCRM campaigns

• Banner ad creative

• Social media

• Content marketing

altontowers.com

Alton Towers Resort

Alton Towers Resort

Leisure attraction booking website design and build

Chill Factore offers slope time, snow-based fun and everything in between, including a snow park, climbing wall, restaurants and retail outlets. A critical aspect of the attraction’s brief was to deliver a simple intuitive user journey across devices through what can appear to be a complex range of options, at the end of which is a user-friendly front-end to the Chill Factore booking engine.

In the design and build we have created a user experience that feeds off the fun, family Chill Factore brand, and fulfils the brief to make navigating the extensive range of leisure options simple and enjoyable. The responsive build takes advantage of the latest web techniques to present device-agnostic content across all screen sizes.

The Chill Factore website now features a seamless user experience on tablet and mobile devices. The mobile booking engine front-end has been reconfigured and we continue to work together to drive incremental improvements in online bookings.

• Site built in Umbraco

• Integration with booking engine

• Responsive site enables browsing and booking on all devices

• Unique branding throughout

• Training for content managers

chillfactore.com

Chill Factore

National Holidays (Shearings Group)

Holiday booking website design and build

Our approach began by running our discovery workshop programme. We applied our analysis model to inform the discovery workshop process, and carried out a sector benchmarking exercise of the existing National Holidays website against a sample of competitors and travel industry leaders. We developed personas, analysed visitor journeys, analysed site analytics and overlaid functional creative and content opportunities. We worked with National Holidays to develop visitor surveys for bookers and non-bookers. The resulting insight helped inform the functional specification and creative brief.

Our focus throughout the design process was to provide a transparent presentation of the National Holidays offering to the visitor, with simple methods to search and accurate, relevant results and alternatives break options. Our launch activity extended to banner ad campaigns and responsive email creative.

• Granular holiday search

• Compelling itinerary pages

• Seamless responsive UX across devices

• Secure customer accounts supporting repeat purchase

• Mobile bookings increased by 24%

• 25% reduced bounce rate

nationalholidays.com

National Holidays (Shearings Group) ukbreakaways.com (Shearings Group)

Brand development and holiday booking website design

ukbreakaways.com is an online hotel short breaks business within the Shearings Group of companies. We were briefed to refresh the newly acquired online brand identity and to design the UX and new website for re-launch in Q1 2017. We initiated the project deploying the Headland project discovery model involving stakeholder workshops, competitor benchmarking and visitor personas and studying booker and non-booker research.

The initial creative challenge was the ukbreakaways.com brand itself. The attributes identified were familiarity, contemporary without being trendy, and belonging to the Shearings Group. The brand is positioned alongside National Holidays’ short breaks offering using a complementary colour palette, while delivering a user journey appropriate to hotel booking and the successful attributes of the National Holidays site, also designed by Headland.

As a result, users can easily and efficiently search and book short breaks across the UK with the reassurance that they are booking with a Shearings Group company.

• Positive brand associations

• Improved visitor journey

• Improved search and booking user experience

• Fully responsive across devices

• Added value addition to the Shearings Group online portfolio

ukbreakaways.com

West Yorkshire Metro (WYCA)

Tickets and passes ecommerce design and build

M-Card is the travel card brand for bus travel across West Yorkshire. We have worked with WY Metro, the travel arm of West Yorkshire Combined Authority, for the duration of their online roadmap through to ecommerce fulfilment.

The Headland designed and built responsive platform provides content management, integrating timetable data, real-time bus information and journey planning tools. The website works in partnership with the WYMetro website and represents the client’s first steps into online ticketing and ecommerce. To underpin both websites we created a responsive Tickets and Passes platform, integrating it with Metro’s eCRM back-office. The site launched with two initial products, the under 16 and 16-18 student cards. Phase two introduced further products including a 19-25 travel card, and Seniors passes.

The site features a large volume of text based content. We designed the UX to allow easy use of real-time travel information while accommodating more substantial background detail for those who need it.

• A fully responsive design

• Building on top of out-of-the-box CMS functionality

• Integration with back-end systems

• Agile approach

• Ecommerce integration

wymetro.com

Leicester City Council

Exhibition interactive design and build

As the centrepiece of the Leicestershire Regiment’s WWI centenary exhibition, we created an interactive timeline deployed to touchscreen kiosks within the exhibition.The application was built to be compatible with both the installation on the museum’s touchscreen and hosting on the Leicester City Council server infrastructure.

We built a user interface to enable an engaging interactive browsing experience. The timeline is content managed through the Umbraco CMS with events added into the timeline in date order and categorised.

We continue to work with Leicester City Council and were briefed to carry out the research, planning and specification for the city’s new online heritage tourism website. Within the programme we engaged with heritage stakeholders from across the city as well as educationalists, English Heritage and the city council’s tourism, arts and museums services. The Strategy document was delivered in full on time to a tight timescale in the final quarter of 2016.

Timeline features:

• Built in Umbraco

• Intuitive CMS supporting event chronology

• Responsive build across devices

• Designed for both touchscreen and online

• Immersive historical content

West Yorkshire Metro (WYCA)

Let’s make it happen

If you would like to know more about how we can support you driving forward your digital business strategy –

please get in touch today

Graeme Wilson in Leeds 0113 272 1555

Isabel Allen in Nottingham 0115 955 1155

Ken Heptonstall in Hull 07831 894 804

headland.co.uk enquiry@headland.co.uk

Leeds2 Manor Court, Manor Mill Lane

Leeds LS11 8LQ0113 272 1555

Nottingham11 Edison Village, Nottingham Science Park

Nottingham NG7 2RF0115 955 1155

Hull1.02, C4DI@The Dock, 31-38 Queen Street

Hull HU1 1UU07831 894 804

London90 Long Acre, Covent Garden

London WC2E 9RZ0208 573 9877