Case study
Just what the customer ordered
End-to-end digital communications for Mark Warner
With 155% more online bookings, year-on-year, the client was ecstatic with the highly effective new website we created.
Mark Warner approached STEEL to develop a clear online brand expression and drive sales. The biggest challenge was targeting extremely diverse audience segments, including families, groups and singles.
We attacked the problem by engineering the entire site to respond dynamically to individual search engine requests. Each audience is quickly and intelligently served the tailored information they really want. This maximised Mark Warner’s most effective marketing channel - pay per click. It also ensured that the website served as the eCRM hub for all future data gathering and customer communication.
The web tools incorporate sophisticated features to handle this dynamic functionality and the media tool allows Unique Digital (the media agency) to access ad-word content for search optimisation.
The site was built with STEEL’s bespoke Content Management System, giving Mark Warner total control.
To really drive home the customer offering, we also developed a new, empowering brand position - ‘A Mark Warner holiday is everything you want it to be’.
The main objective has always been for us to ensure we say the right thing to the right customer. We believe the new online strategy will be hugely effective in ensuring customer conversion on our site. All credit to STEEL’s technical understanding and creative insight as to how to communicate to each of our audiences. Gill Black
Online Marketing Manager, Mark Warner
Mark Warner website
Brochure page
Adult only holiday
Family holiday page
Late offers page
Member email