Overview

Mark Warner is the UK’s number one beach club holiday operator. As an agency we had worked for Mark Warner for three years, running a traditional ‘push’ communication campaign based on press advertising with telephone response for brochure request. Thereafter there had been no follow-up.

Mark Warner had commissioned a small web site in 1999, but in March 2000 they invitied Quintessential to redevelop their web presence. We developed an engaging content rich website as a new focus of advertising response, that ‘pulled’ customers through the brand experience and enabled them to interact at length with the Mark Warner brand and core proposition.

The result was that we completely revised the marketing dynamic:

50% of respondents preferred to use the web site instead of telephone
On average they engaged with the brand for 16 minutes on the first visit
Brochure requests were reduced however the sales resulting from these requests were of a higher yeild

From this online interaction with the client base, Mark Warner were able to build a comprehensive database which has since been used for customer research (40% response rate to e-mail questionnaire within 48 hours) and tactical marketing.

From our point of view one of the best acolades to come out of this project was that the site won Best Travel Web Site at the CIMTIG awards in 2000.

My Involvement

My involvement with the Mark Warner website was as co-adminstrator, making sure that all the new deals and prices were up to date and correct on the live site.

NB: The Mark Warner site has since evolved and developed forward from our awards winning design.