BUSINESS or PLEASURE
Inspired by the wonders of world travel, Perform America founded Business or Pleasure Travel. BOP Travel is a company dedicated to fulfilling the needs of those who enjoy the traveling and the lifestyle associated with it. Business or Pleasure Travel serves individuals and small groups by placing them with other like-minded travelers throughout their journeys.
Big industry players, such as Travelocity, took a huge bite out of the travel marketspace. Despite their popularity, however, BOP Travel noticed those companies typically catered to the individual’s specific demands, rather than group opportunities. With the industry taking a turn towards turnkey and bespoke travel experiences, BOP Travel sought a way to capitalize on their observations. To do this, BOP Travel required a new identity, logo, email hosting system, and website, specifically one that would drive traffic as well as funnel leads.
BOP Travel’s unique situation required detailed guidance. To provide this, Foundry512 crafted a custom brand identity guide for BOP Travel, enhanced with colors, styles, fonts, icons, and embellishments. This content covered how the official brand should be leveraged across all marketing channels and materials. Drawing on the new brand identity, we developed a responsive WordPress site, optimized for onsite SEO via the Yoast SEO plugin. Foundry512 also provided sample itineraries complete with well-written sales copies, each designed to convert traffic through web to lead forms.
To-date, the website has two main sections that serve as traffic conversion point and content repository. One area is a standard WordPress blog heavily focused on lifestyle traveling within BOP Travel’s target demographic. The other is a destination resource center. Users can obtain historical facts, images, attractions, important venues, dining experiences, and local culture orientation.