We work with the tourism industry in Lancashire, Cumbria, throughout the UK and internationally. 

Our experience ranges from international travel campaigns to marketing small boutique hotels.  Whether you are a large holiday company, a specialist tour operator or a single site hotel, we will work with you to find out how people make their travel decisions and we will help you to be their first choice. 

Marketing

Market research

Do you know your target customer well, do you understand why and when they travel or how they make their travel decisions?  Quantitative or qualitative, good research relies on intelligent interpretation and that's where Apparatus comes in. Using the insight that is gained from customer focus, matched with our constant assessment of the changing tourism marketplace, we can provide directional, actionable feedback.

Strategy

Once you have identified your holiday maker, careful targeting should be followed with consistent, stimulating communication. We work with a consultative approach to devise trackable advertising, direct mail or online marketing plans to stimulate holiday booking activity.

Online

Do you monitor your customers' behaviour when they visit your website? Do you understand not just what they are doing on your site but why?

We assess travel content, interpret analytics and test users to build a clear picture of activity and define a plan for uplift.  We ensure that our tourism websites have 'stickiness' with features that encourage potential holiday makers to return time and time again.

Digital

Websites

Every website is built with your return on investment in mind. Our Content Management System will be customised to the specific requirements of your business and your customer. Completely scalable, new assets can be developed as you require them.

E-commerce sites are built using Magento Open Source software. This reduces the number of design templates that are needed which facilitates consistency, speedy development and cost control.  Online booking systems can be developed or integrated with real time booking information.  Mechanics for increasing the value of bookings can be applied to ensure that you are maximising every holiday transaction. 

Analytics

Good web analytics will cover not only the 'what' on your website but also the 'why.' Surveying, multi-variate testing and usability studies are just some of the ways to gain a better understanding of the data produced by visitors to your site. A regular analytics service will identify what further testing and adaptation can be done to keep your website leading the tourism field.

Optimisation

Much more than just ranking highly on Google, increasing the number of the right visitors who come to your website via search engines is complex. The key principles are:

Structure

Optimisation is an integral element of the structure of our platform - from the URL to the page tags, we make sure that the search engines will find your content and index it effectively.

Content

Whilst still making sure that your copy is written for humans, we will work with you to ensure that you have the right level and relevant type of coontent for maximum keyword and keyphrase density.

Authority

Working with Web 2.0, social media, we can advise you on how to find those external references that will build your authority.  We can recomend which tools - Facebook, Twitter, YouTube, Blogs - are right for your customer and business and we will help you to develop a strategy to use them well.

Usability

Watching real people interact with your website is illuminating. Finding out how people navigate intuitively can significantly improve conversion and 'stickiness'. We identify users that match your tourism customer profile and observe them in action before making refinements to your site.

Systems Integration

If you have an established reservations system, we will work to integrate it wherever possible, incorporating your branding so that the user experience is seamless.

Online Booking

An online booking system can be developed as a bespoke item, ensuring that it caters specifically for your business and your customers.  We will ensure that all data is captured, segmented and protected so that you have a valuable and easy accessible platform for email and direct marketing campaigns.

Multi-Variate Testing (MVT)

Testing different layouts and features can have a significant impact on holiday makers' behaviour. Lovefilm's MVT produced a 13% conversion uplift simply by testing the call to action. Using hotmapping research findings, we can test until we find the optimum layout for your customers.

Multi Fascia

Segment your customer groups and channel them to the appropriate holiday experience.  You may have both an upmarket and a more mainstream offer or you may be looking to sell late bookings urgently without letting your regular customers know.  A good medium for covert discounting, one site can service a number of brand identities.

Searchandising

Increase transaction values by making purchase suggestions to your customers. Our research shows that holiday makers are highly likely to reward themselves for finding what they want by adding to their purchase. Devices such as "Make your stay extra special by booking..." "Upgrade your stay for only..." are especially effective.

This system can also be used to offer bundles such as transfers, car hire or luxury gifts.  We can integrate these functions seamlessly into your site with an easy to control interface so that you can update or adapt them in line with seasonal requirements.

Personalisation

Ensure that your website recognises regular customers, greeting them by name and tailoring suggestions to their preferences. Our systems can automatically build their profile based on either the history of their activity or the preference profile that they submit.

Email Marketing

Provoke repeat visits to your site with effective, attractive email campaigns. Our system is supported by a campaign analytics tool which tells you in great detail which items triggered response so that each successive campaign is increasingly effective.

Branding

Corporate Identity

Is your identity prepared for the new world of digital media. Does it work well on screens, in pixels, in varying formats. If not it may be in need of a refresh or redesign. Our branding team bridges the span of the entire branded environment from fascia to paper and onto the web.

Print

Brochures, catalogues. direct mail solutions, menus, luggage tags, travel wallets. We don't just make them look great, we're interested in how they trigger spend, provoking a booking by phone or a return visit online.

Brand Implementation

Bringing brands to life within the built environment involves working with architects and designers to transform 2 dimensional identities into physical 3D interactions on the exteriors and interiors of buildings.

Signage, liveries, uniforms, merchandise and buildings all need to fulfill the brand identity consistently and accurately. We assess every element, working from the bottom up, formulating a carefully costed schedule and itinerary for execution.

Signage & Wayfinding

Signage

Signage is an integral part of your brand representation. We take on the creative concept behind your identity and apply technical expertise to create an impactful yet practical end product. Logistical support covers delivery and installation to provide a full project management service.

Wayfinding

Too much signage can be counterproductive, confusing and frustrating your customer. We work from a user perspective, creating intuitive navigation systems that enhance your physical environment.

Verbal Branding

How many travel companies devote large proportions of their budget making sure that their visual identity is exciting and consistent and yet completely neglect their tone of voice, even though this is an integral part of building a relationship with the customer.

Establishing the right voice not only lets your customer get to know you but it helps staff at every level to communicate well. We can help with a full range of services from copywriting to setting a house style with verbal branding guidelines.

 If you would like to know more about tourism marketing services at Apparatus simply give us a call on 01524 840240 or contact our tourism team.