Backroads

OVERVIEW

Deluxe helped Backroads, a worldwide award-winning vacation and tour company, redesign their website and communication channels, to create a platform and design that focuses on their traveler’s needs.

THE CHALLENGE

Backroads needed to stand out from other online travel companies. They needed to speak to their own customers in their own voice. Behind the scenes, outdated and incompatible tech needed to be upgraded and shared.

OUR APPROACH

Thanks to the data, we came to understand the nuances and needs of their travelers. And we found the connections needed to develop a platform that could accommodate all those different audiences and all the different ways they consume content and interact with the brand.

GOALS

Increase brand loyalty
Optimize natural search
Streamline booking & increase community engagement opportunities
Connect and optimize three different publishing platforms
Responsive and Adaptive design
Make site maintenance more efficient through shared tool

IN CONCLUSION

Our solutions created a global site architecture featuring three design systems, one for each of Backroad’s communication and community portals. Each portal could be accessed by any device and content could be crafted by portal and device.

With this platform, the site now reflects its own personality to match the expectations and sensibilities of its distinct guests. MyBackroads, the Backroads current and past traveler portal, is also consistently integrated into the site, improving membership and guest engagement.

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