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Sightseeing company Gray Line adapts to changing consumer demands with fully-responsive website update

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By Gillian West, Social media manager

July 1, 2014 | 2 min read

Gray Line Worldwide has overhauled its web experience with a new responsive site focused on accommodating today’s changing consumer behaviour.

Delivered by Dojo Design Studio, the new grayline.com site features an optimised responsive experience through any browsing device; streamlined shopping and booking with a single consolidated shopping cart and checkout page; integrated tour upgrades and add-ons; interactive maps and new social media and sharing tools.

Of the decision to work with Dojo, Gray Line Worldwide executive vice president Brett Asbury said the team “understood our business” and “had great knowledge about today’s web technologies”.

Asbury added: “Gray Line is very proud to be the leader in delivering incredible tour experience on the ground, and we wanted to transition that expertise to our online offering. As a first-mover to a fully mobile-responsive offering of this scale within our industry, we are well positioned for the future and hope to continue working with Dojo to expand our online consumer presence.”

Chris Torres, owner and director of Dojo Design Studio, commented: “Many other leading travel sellers in this space have a dedicated mobile site or a mobile app for booking tours. Gray Line wanted to do something different to consolidate their online efforts and operate as efficiently as possible. We worked with them to utilise the mobile-responsive method to create an app-like experience for mobile users and a delightful desktop experience all within a single web page.”

Central to the new website is TourCMS, a global reservation system of tour activity companies. The first phase of the project – the mobile responsive site and Gray Line’s branded template sites – has been launched to all 100 local Gray Line operations. Dojo and Gray Line have plans to launch a new content strategy later in the year which will include a digital magazine, media rich landing pages and a revamped blog.

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