cruising through content management & distribution
CruiseCo is one of Australia's leading cruise travel providers.
Offering holidays afloat worldwide, CruiseCo pride themseves on their extensive knowledge, professional concierge booking service and the great relationships they have with their 200 strong member agent network (travel agents). Supporting this network is key to their success.
Travel is a very traditional industry - like many businesses in the space, CruiseCo focused much of their marketing effort on the creation of a range of printed brochures, which they make available to potential travellers and member network.
With huge demand from the consumer holiday market - but also huge competition - Cruiseco determined to create a digital product that would differentiate their products and support their member network.
They were facing several challenges:
They knew they wanted to present their products in 'Collections' - grouped by geographic region and easy to search based on the customer's travel style - but weren't sure how to best manage the huge amounts of content or build the functionality to support this.
They had a huge amount of content, but it was print based and didn't always translate well to the digital space.
They had no easy way to distribute their content in a way that would enable the members to brand, own and share the information.
Their annual conference of members, where the CruiseCo Collections concept would be launched, was only 6 weeks away...