Car Hire Florida

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Florida Homes and Travel (FHAT) is a family-run firm which has provided Florida car hire for a number of years, targeting mainly Florida villa owners. An early player in the online car hire game, they had been using an inexpensive 'white-label' third-party website, but when one supplier went bust, leaving FHAT responsible for thousands of pounds of bookings taken via their website, they knew a better solution was needed.

The brief

Florida Homes & Travel approached us with a brief to develop a new car hire website and to widen the brand appeal to leisure customers. We delivered a total makeover that saw sales double, and they've remained consistently above pre-recession levels - despite the recession!

What did we do?

In close consultation with FHAT we developed a new brand designed to appeal to their audience. Development of the bespoke car hire website proceeded simultaneously, and included the development of algorithms to find the cheapest cars for hire, no matter the length of the visit to Florida or the age of the driver.

Outcome

The website launched in September 2008 and conversions increased measurably. Bookings increased by 100% over the following month and remained consistently above pre-recession levels - despite the recession! As the recession has deepened the number of bookings has declined compared with previous years, but the website continues to perform well given the state of the economy.

The audience appeal was measurably broadened by the redesign, which was reflected by the demographics of those booking cars through the website.

Project Details

Client: Florida Homes & Travel Ltd
Date: 2008
Scope:

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