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Tresco Estate offers prestigious, luxury hotel and self catering holidays on the privately owned island of Tresco, in the Scilly Isles and also at the beautiful boutique Hell Bay Hotel on the neighbouring island of Bryher. Our role is to reposition the Tresco brand and create seasonal marketing and ongoing brand awareness campaigns to raise the Estates profile to a new, professional and affluent target audience.
Tresco’s online presence needed to be realigned and upgraded to support the repositioning, be more user friendly to increase visitor retention, usage and bookings and be more capable of delivering a more efficient and measurable experience.
Purple Frog created a clear information, messaging and navigation structure where sales generation was the priority. We then created a revised look, feel and tone of voice designed to engage with new defined user groups without alienating historic and repeat visitors. Inherent in our work was the ability to sell via banner advertising and drive email click throughs to enable the site to work more closely with other marketing activity.
Results
Since launch, the site has been commended by visitors and staff on improved ease of use, calm visual styling and a month-on-month increase in traffic. Visitor retention once on the site has increased and the drive to priority areas of the site has been effective. At present it is too early to analyse whether this will lead to a sustained increase in bookings but indications are extremely positive.
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