Cazenove + Loyd

Getting personal with the jet set

Cazenove+Loyd is a luxury travel agency which arranges bespoke travel itineraries to Africa, South America, India, and their surrounding countries and islands.

Before coming to Globusmedia they created each itinerary for potential clients manually in MS Word. This was time consuming and resulted in average-looking, inconsistent documents. Their visual brand was also relatively undifferentiated, and their main unique selling points were their high level of service and their knowledge to put together interesting, personalised itineraries to exclusive resorts.

GlobusMedia teamed up with design agency BigFish to suggest a radical new branding and marketing strategy which Cazenove+Loyd approved. BigFish designed a fresh, new visual identity and GlobusMedia implemented a web-based itinerary building tool. This tool is used to compose graphically-rich, well-designed itineraries either in the form of printed bespoke brochures and/or personalised micro-websites for the clients.

The itinerary builder is in part based on our Digital Asset Management application Brandworkz. This is used to store images for all the resorts and areas, as well as related meta-data such as resort facilities, room types, description, board basis, latitude/longitude, etc.

All of this data is subsequently used in an additional module which the consultants use when composing itineraries (right). They simply select relevant transport and resort items, and all default text and image content is automatically added for the itinerary. If they wish, they can further change the text and images to make the itinerary even more customised.

Critically, all of this customisation work is done through a simple web interface which doesn’t require the consultant to graphically lay out the itinerary and also stores the data separate from any layout.

When the consultants have finalised the contents of the itineraries, the system then automatically lays out the content so all itineraries are consistently styled, and publishes it to a client micro-website and/or prints it out as a bespoke brochure.

For marketing activities they can search and segment their customer database and then either send out printed direct mail or personalised emailers.

Finally, we have produced a module which tracks all costs and flight details associated with purchased itineraries. This is used for reporting, voucher and invoice generation, bookkeeping and as checklists for the local representatives or ground operators.

All of this has created a new and truly unique selling point for Cazenove+Loyd, has streamlined many internal procedures, and ultimately had a very significant positive impact on their bottom line.