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The Charrington Hotel

Brand Identity Design and Application, Website Design and Development, Search Engine Marketing

The Objectives:
  • - Design a site with more appeal and usability that is suitable for both a local and off-shore market
  • - Design an online application that can manage all bookings and customer related information
  • - Increase enquiry levels and accommodation bookings
  • - Compete more effectively through search marketing strategies (including SEO)
  • - Enhance brand awareness and customer value through content
  • - Construct a customer database for driving traffic and obtaining referrals for future activities
The Process:
  • - Brand identity re-design and application
  • - Enhancement of brand touch points and key messages
  • - Website design and development
  • - SEO and SEM campaign planning and management
  • - Database management and analytical reporting
  • - Online application design and development
In Detail:
Based in Sydney, The Charrington Hotel approached Platform Digital to design and develop an attractive and intelligent website that was accommodating to both local and off-shore customers. Aesthetically, the uniqueness and visual appeal of this website has provided the hotel with a clean, sophisticated and fresh brand image. Using authentic photography, appealing design, and the right words have helped set the right tone to the desired market. Functionality was just as important as aesthetics.

The website features a responsive online enquiry form and an intelligent application that manages all bookings and customer related information, helping the hotel's management with day-to-day administration. To ensure that the target market was being catered for, the site was developed with multilingual functionality, displaying no less than 4 of relevance to customer in Australia and Asia. Search engine marketing (SEM) and search engine optimisation (SEO) strategies have also combined to effectively drive traffic to site. Platform Digital was able to maintain top positions in all keyword-related searches, in a cost-efficient and viable, results-driven manner.

The Results:
  • - Increased occupancy rates via online bookings
  • - Excellent positions in all keyword-related searches across Australia and Asia, in a cost-efficient and viable, results-driven manner
  • - Increased customer enquiries
  • - Database growth for DM strategies
  • - Increased brand awareness