CLIENTPag Tours, tourist agency
SERVICESREBRANDING WEBSITE DIGITAL MARKETING STRATEGY
Pag tours is a destination tourist agent that, besides making sure visitors have a pleasant stay, organises adventurous, gastronomic and entertaining tours evoking the beauty of the island.
The client wanted to change the complete brand perception - rebranding in order to keep up to date with the contemporary discourse within the tourism industry and to make the user experience of the businesses involved more logical and easier for the end user.
The main problem of the past was the plurality of activities which, due to their unsystematic presentation, remain untapped. For the end user, such an approach was extremely confusing and unintuitive.
We have started from the core of the client's business to break down, simplify and clarify activities, thus facilitating users’ access to information with new, more logical visual communication.
We started from the intuitive use of the client's activities: to comprehensively present a wide range of activities of PAG TOURS. All activities were divided into two main categories: Experience and Services. Experience is an area of activity that encompasses various tours offered by PAG TOURS to bring together different destination experiences: from culinary to night time entertainment. In order to facilitate the user experience, we divided the Experience category into three parts (Party, Adventure and Gourmet), each with a specific visual identity and colour. In our choice of the subcategories’ names, our inspiration was the name of the island of PAG to further brand the destination. Services is the client’s area of activity which includes the primary services that visitors need during their stay on the island: exchange office, rental of various vehicles, transfers from place to place etc. To make the user experience intuitive, the services were presented by pictograms.
For PAG TOURS, we created a custom-designed website. Here too the main guideline was the breakdown of activities. Some elements have been visually and functionally adapted to certain activities of PAG TOURS. We have also created special application features for customised booking to make the use of services easier and faster.
Digital marketing strategy
Structured activities and their associated visual identities were the main guideline for the development of a digital strategy. Campaigns placed through social networks like Facebook, Instagram and Google AdWords categorically represented a single set of activities that facilitated the advertising itself: it was very easy to strategically determine the target audience and location target groups, which has also resulted in successful results. We have designed the social network contents so as to show the beauty of the island of Pag and the many historical, cultural and gastronomic features of that area. On the other hand, we have further branded the activities of PAG TOURS itself.