Umbrella & Sub-Brand Solutions
Cross Domain Tracking
In May 2019 we were approached by the Flight Centre Travel Group team at an event in Bangkok. We were pleased to assist with an RFP for two of their international subsidiaries: Cross Hotels and Resorts who operate over 20 properties across South-East Asia and also their global tourism brand, DISCOVA.
Cross Hotels and Resorts wanted a new website coinciding with a relaunch of their hotels. Ratchaya Termsilkanok (VP Revenue & ECommerce) was impressed by our APAC work and previous projects and wanted to work with us. At the same time Darren White (Global Brand Manager) from DISCVOA was in the midst of rebranding. They needed to merge the Buffalo Tours from Asia & Olympus Tours from the Americas into the DISCOVA identity.
The DISCOVA project included the further development of the DISCOVA branding and logo into a brand new website that included details of all their tours globally. Cross Hotels and Resorts required an umbrella website for the Cross Hotels and Resorts brand and then three individual websites for each of their brands X2, X2 Vibe and Away Resorts and Villas.
Geographical distance between teams quickly became a concern. Teams were spread over five time zones however the project expertise and international experience of Fastrack became clear. We were able to work efficiently and effectively to collaborate on complex projects with multiple stakeholders without compromising on development.
A very limited set of assets or requirements would be a challenge to most but the Fastrack team took the opportunity to innovate. We were able to turn a single logo into an entire digital brand portfolio.
We managed to launch all the websites to the high standards set and met marketing, branding and commercial demands. Flexibility throughout the design & build stages allowed us to launch a product the client is proud of.
This ensured a substantial increase in tour booking enquiries globally for the DISCOVA brand. We also saw strong growth in the Cross Hotels and Resort brand, achieving over 10x the number of direct bookings. A phenomenal success given the primary goal was a rebranding project.
Flight Centre Travel Group (FCTG) is a large retail travel agency in Australia. It was founded in 1982, and is headquartered in Brisbane, Australia.