Website case study
Fez Travel DMC
Project overview
Founded in 1997, Fez Travel has grown from a market-leading, budget tour operator to a provider of mid to high-end itineraries, offering a wide range of diverse experiences for both FITs and groups. Today, they are one of the leading inbound DMCs in Turkey.
Over the years, the company built strong relationships with its international partners, leading B2B sales to surpass direct consumer sales. However, their website didn’t reflect this and was very B2C-focused. The cluttered design failed to communicate their unique selling points.
Fez Travel appointed The Adventure Connection to help them to increase their B2B business. Alongside a program of representation activity, we advised them to create a separate brand and website aimed purely at trade buyers, to showcase their expertise and wide range of tours and services on offer.
Project objectives
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Design a new B2B brand presence that looks professional and modern, incorporating a new name, logo, brand colours, font and strapline
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Create a new website incorporating the new brand and providing streamlined, relevant information for a B2B target audience
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Deliver training to the Fez team on how to edit and maintain the website internally once the project had been completed
Strategy & approach
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Agree a clear brief for the branding project - understanding all the elements that the Fez team wanted to keep and also discard from their B2C brandin
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Identify the main key messages and unique selling points that we wanted to communicate for the B2B business
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Design a clear project timeline, outlining all necessary tasks with deadlines and responsibilities
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Collaborate with the Fez team to gather essential content and access their image bank, ensuring a unique and professional-looking site
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Deliver a brand guidelines document explaining design rules for placement of the logo, colours, font and strapline
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Build the new website, facilitating feedback and collaborative brainstorming on any necessary enhancements and additions
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Give advice on relevant blog ideas and content to communicate the Fez key messages to a B2B audience
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Once approved, train the team on how to edit and maintain the new website internally
Execution
Planning
During the planning stage, both teams worked closely with regular check-ins to discuss the specifics of the new branding and design.
A detailed wireframe was created of the new website, mapping out streamlined content that would be relevant to a B2B audience.
1
Process
The Adventure Connection marketing team led the re-brand process, collaborating with an experienced graphic designer and our inhouse web developer and copywriter. Various logo options were presented that had a Turkish influence with a modern twist.
The Fez team then consulted with their employees to ensure that the whole company was on board and loved the new design and strapline.
2
Production
Once the new brand was finalised, the new website could be built. The first stage of the production process was focused on drafting the main structure of the site. During the second stage of the development, the final logo version was agreed, the copy was created and additional images were sourced where needed to give the site a premium feel. Blog ideas were shared with the Fez team and extensive feedback was given to help them to write relevant content from a B2B perspective.
After the launch, two training meetings were conducted to ensure Fez’s team felt confident in maintaining and updating the site's blog content independently.
3
Results
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The new branding was universally liked by the wider Fez team - giving the company a clear B2B identity with a professional, upmarket and modern feel
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The new website was successfully launched on schedule, in time for a major trade show that Fez Travel was attending
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The final content effectively highlights Fez’s story, team, tours, services and the diverse range of experiences they offer
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The website’s design clearly communicates the new B2B brand, highlighting the company’s expertise and unique selling points
Client testimonial
"We are delighted with the website Adventure Connection created for our DMC tour operator business. Their process was smooth and professional, delivering the site exactly as promised. They handled the hard work while attentively incorporating our feedback, designing the website just as we envisioned.
The final product exceeded our expectations, with no need for changes. The site is visually appealing and highly functional, reflecting the quality and dedication of the Adventure Connection team."
Canan Tozduman, General manager Fez Travel