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Client
The Fred. Olsen family has been in the shipping industry for more than 150 years, and is well-known in the UK and beyond for its traditional cruise line operation. With offices throughout the world, the company also has interests in shipbuilding, oil exploration, the luxury hotel sector, estate management, property development and electronics.
Objective
Fred. Olsen Cruise Lines required a website that would appeal to its existing loyal clients, but in addition would attract the expanding market of 50- to 60-year-olds. It was crucial the site promoted brand consistency, reflected the company values, and maximised the user experience.
Solution
In meeting the FOCL brief, Pod1 created a fully functional, clearly branded, easy-to-use, highly interactive website that is extremely informative and inspires customers to book online. The website has numerous features that really bring to life the experience of being on board a Fred. Olsen cruise ship. There is comprehensive information on cruise routes and cruise destinations, including interactive maps inviting browsers to zoom in and out for finer details. There are also in-depth profiles on each cruise ship, as well as a comprehensive guide on the cruising experience; there is a cruise-planning section to compel browsers to investigate options; and there are simple, prominent prompts to book cruises online. The simple content management system enables the FOCL staff to control administration of the site's content, and every aspect of its web design, copy and format integrates with, and reinforces, the existing brand identity.
Result
The FOCL website is highly compelling and interactive, reflecting the professional, welcoming image for which the company is renowned, and making the browsing and cruise booking process an exciting, simple and fun procedure – a great precursor to the holiday itself. The site is simple to use for the more mature client, yet has numerous features to appeal to a wider audience and maximise the user experience. Following the great success of the website, Pod1 continues to provide consultancy, support and advice to FOCL.
