TTE 2014: CWT Digital converts with England Rugby Travel

Brighton-based travel technology specialist CWT Digital has secured a deal to provide a new website for England Rugby Travel, the official travel company for the Rugby Football Union.

The announcement of the deal, unveiled at Travel Technology Europe this week, comes amid the latest Six Nations tournament and ahead of the 2015 World Cup in England.

Dan Caplin, CWT’s managing director, said he believed the firm won the pitch for the project due to its new focus on providing customer-focused sites.

He said a key component of their strategy was maximising conversion and ensuring the site integrates marketing, development and design informed by customer analytics.

“They really bought into our integrated approach. As well as making more revenue they want to learn about their users, what content they are interacting with.

“They want to personalise content on their pages and create a legacy for future tournaments.

“Combined with our knowledge of the online travel industry we were able to define a solution which catered to the needs of the supporters and improved the operational processes for their online business.”

Caplin said the site is due to go live in March after which CWT plans to carry out extensive user testing.

Andrew Slater, marketing manager for England Rugby Travel, which is part of the Mike Burton group said:

“The enthusiasm, approach and expertise displayed by CWT Digital during the procurement process was outstanding and we believe we will take England Rugby Travel’s digital marketing strategy to a new level within the travel industry – we are delighted to be working with them.”

CWT Digital marked the deal by running an interactive rugby conversion simulator on their stand at TTE.

The lucky winner will be announced next week and will receive the prize, provided courtesy of England Rugby Travel, of two matchday travel packages including day return coach travel and official match tickets to see England versus South Africa at Twickenham.

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