Travel Post Community Site
Wild Dog Design is delighted to announce the launch of the cruise specialist, Noble Caledonia’s new Travel Post Community Site. The site has been researched, designed, built and maintained by the agency and has been 10 months in the making.
Since Noble Caledonia was establishment in 1991, they have made it their aim to provide clients with a lasting memory of a journey made with like-minded travellers. After an extensive digital audit carried out by Wild Dog Design and utilising Noble Caledonia’s wealth of memories & experiences stretching back over 20 years, the concept of a new on-line resource was born in the form of Travel Post.
The site brings Noble Caledonia’s past, existing and future passengers together to reminisce over past trips taken, meet fellow travellers, share and discuss travel advice, keep up to date with daily ship logs from the Captains and expert Field Staff, whilst allowing members to share photos and videos.
Our aim was to create a space online, where fellow travellers can feel comfortable within; one where they can read articles expertly written to educate & inspire their future travel plans. The questions and answers Forums offers members the ability to talk directly to the Travel Post community where travellers and experts can all share their knowledge.
The core Noble Caledonia audience are aged 55+, AB1 status, retired empty nesters with assets, and retain a deep rooted desire to keep exploring and learning in a variety of topics from history, culture, music, wildlife and ethnology. The finished site required high production values, with exquisite use of appropriate imagery that would both inspire and inform in equal measure.
Our User Testing period confirmed a very real hunger amongst the target audience for the opportunity to discuss travel issues with like-minded travellers. It became very apparent that our audience also felt that existing & established social media sites did not cater for their needs and interests.
Within launching in the first week of February, the site attracted just over 500 new registered members within its first weekend of going live and over 2,000 visitors to the site. A large proportion used the on-line launch Feedback Form, and gave an almost universal positive appraisal.
Over the coming months, an on-going plan is in place for further refinements; coupled with an exciting Phase Two site development bringing in increased levels of interaction and member’s participation.
Wild Dog Design have been instrumental in the full site design and development, utilising third party specialists to create the full creative, technical and administrative team that delivers and maintains Travel Post.
Summary of tasks completed:
Digital Audit & Content Strategy, including SEO Search Term Research, Competitor & Seasonality Analysis and comprehensive Social Media strategy.
Design & open-source website build, including content creation, upload and on-going publishing creation & maintenance.
Beta Site User Testing & report.
Tone of Voice and Communications Guidelines.
Competitions – concept, build & maintenance.
eMail/eDM Integration – maintaining & eCRM of audience in excess of 100,000.
Engagement, daily news management, forum moderation, reports & insights, Social Media integration (twitter, Facebook, YouTube channel, Flickr etc).