Background and ObjectivesDare Digital was invited to redesign the site and deliver recommendations against the following objectives:1)Increase revenue2)Increase new member registration3)Improve product and brand presentationTarget audience - 25-54 year old men and women, Well-educated, urban dwelling, Happy to book online, but expect a high-quality serviceSolution:Rationalise information hierarchyIntroduce grid systemExploit logo colour paletteConsistent, signposting and iconography.

Rich media promotion areaFlash pre-loader for product messages.Results:1) Increase Revenue - Travelocity.co.uk saw a 16% incremental increase in the last 16 weeks of 2002, when compared to the last 16 weeks of 2001. During the launch promotion with Cathay Pacific, sales vs. week prior, climbed by 95%.2) New Member Registration - Travelocity.co.uk saw a 36% incremental increase in the last 16 weeks of 2002, when compared to the last 16 weeks of 2001.3) Product and Brand Presentation - “Visually it is fast, with an effective Flash panel that evokes the spirit of traditional travel brochures. This simple touch lifts the site above many cluttered travel sites.” Jonathon Briggs Revolution, Oct 02In October 2002, the site won “Best Travel Site” at the annual Travel Trade Gazette Awards.