Web APP – And You’re Off

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ABOUT AND YOU’RE OFF

And You’re Off is a travel company specialising in the backpacker market. And You’re Off book tours, accommodation and transport for backpackers travelling around Australia, New Zealand and Asia. We were approached to create an automated system where clients could log in, book their tours, transport and accommodation themselves and the system would automate everything. So here is what we built;

We built a system that has a front-end, back-end and utilises API’s. We started with the back-end for this project. In the back-end we connected an API that allowed the guys at And You’re Off to choose which products they wanted to display on the website, all they would have to do is insert the product code and the system would pull all the products information from the API. Once the product had been pulled, they could edit text and images, as well as add contact forms. The system would then push the completed product to the assigned page (tours, transport, accommodation). The back-end also has a section where blogs could be designed and written. The user could add images, links, videos, products etc… allowing for the quick production of SEO optimised blogs that were able to cross-sell products from the website.

The front-end (website) was designed to make finding the perfect product effortless. The first thing you see when you visit the site is a form. Choose your country, then the region you are visiting and the system would display all the products within that region. You can sort them by price range, tag (snorkelling, scuba diving, beach etc…) and duration (1/2 day, full-day, 3 days, 1 week etc…). We also built a system that when you are viewing a tour it would recommend similar tours in the area, or region, to help the user design their own personalised trip, within a couple of clicks. Once the user had filled their cart, they would fill in their details and this would propagate all the information automatically in the booking system API. All the guys at And You’re Off had to do was check over the details of the booking and make sure the user hadn’t overlapped booking times (3 day tour and a one day tour within the same time period), then click submit and everything was sent off.

The most important feature we added, however, was translation! We built-in Google’s language API and added all the most commonly spoken languages by backpackers travelling these regions. In And You’re Off’s case it was predominately Asian and European languages, so we started with those and gave them the ability to add more if necessary in the future.

ABOUT AND YOU’RE OFF

And You’re Off is a travel company specialising in the backpacker market. And You’re Off book tours, accommodation and transport for backpackers travelling around Australia, New Zealand and Asia. We were approached to create an automated system where clients could log in, book their tours, transport and accommodation themselves and the system would automate everything. So here is what we built;

We built a system that has a front-end, back-end and utilises API’s. We started with the back-end for this project. In the back-end we connected an API that allowed the guys at And You’re Off to choose which products they wanted to display on the website, all they would have to do is insert the product code and the system would pull all the products information from the API. Once the product had been pulled, they could edit text and images, as well as add contact forms. The system would then push the completed product to the assigned page (tours, transport, accommodation). The back-end also has a section where blogs could be designed and written. The user could add images, links, videos, products etc… allowing for the quick production of SEO optimised blogs that were able to cross-sell products from the website.

The front-end (website) was designed to make finding the perfect product effortless. The first thing you see when you visit the site is a form. Choose your country, then the region you are visiting and the system would display all the products within that region. You can sort them by price range, tag (snorkelling, scuba diving, beach etc…) and duration (1/2 day, full-day, 3 days, 1 week etc…). We also built a system that when you are viewing a tour it would recommend similar tours in the area, or region, to help the user design their own personalised trip, within a couple of clicks. Once the user had filled their cart, they would fill in their details and this would propagate all the information automatically in the booking system API. All the guys at And You’re Off had to do was check over the details of the booking and make sure the user hadn’t overlapped booking times (3 day tour and a one day tour within the same time period), then click submit and everything was sent off.

The most important feature we added, however, was translation! We built-in Google’s language API and added all the most commonly spoken languages by backpackers travelling these regions. In And You’re Off’s case it was predominately Asian and European languages, so we started with those and gave them the ability to add more if necessary in the future.

Services Used

Because And You’re Off was a start-up, we needed to help with all their branding, digital strategy and SEO as well as the physical build itself. This meant we had to utilise a large amount of our skills base on this project. 

BRANDING

We chose the turquoise colour for the logo by pulling the colour from this image of the great barrier reef;

The reason we chose this image is that the Whitsundays (Whitehaven Beach more specifically) is the most popular tourist destination for backpackers, so we figured, why not use nature as the inspiration for our design. Every image we used for And You’re Off was hand-selected for its beauty, as we wanted backpackers to dream about the destination whilst they were reading blogs, scrolling the website or visiting And You’re Off’s social media pages. We used a tribal style wave design for their letterhead and kept the white, grey and turquoise colour scheme. For their merchandise, we inverted to the logo and made the text white, and had it printed on black, this is because the blue and white combination on black stood out better on printed materials.

DIGITAL STRATEGY

A strong online presence was vital for two reasons;

Firstly, the industry is dominated by three major players and they are heavily reliant on bricks and mortar stores for sales, so we found a gap in the digital market to penetrate and get sales.

Secondly, a band exists called And You’re Off and they were dominating the number one spot for the main keyword, so we needed to become number one on Google.

We achieved this by A) buying the domain B) setting up social media pages and backlinking to the website and C) writing content that was keyword-heavy with And You’re Off. It took a month or two but eventually, we had the number one spot in Australia. Now, we were tasked with getting to number one in Europe! By installing Google’s language API and registering with Google that And You’re Off was an international company,we started to see ourselves becoming number one around the world for the key term “And You’re Off”. As we dealt with a huge number of people who don’t speak English as their first language we also brought the domain andyouroff so if anyone misspelt it, they would be directed to the site anyway.

We now needed to start ranking higher for keywords related to tours, so we used Google’s Keyword Planner to find keywords that weren’t being heavily competed for and started writing blogs and content containing these key phrases. We did it this way because the major players are worth tens of millions of dollars and have far more budget than And You’re Off, so we went in tactically.

Another part of our digital strategy was Google Ads. We ran a search and display campaign across Australia, but we placed 1km pins on all the major hostel hubs around Australia, to make sure the budget was being used to target the right people. Once we got the feedback from Google Analytics, we were able to see what devices were being used, which hubs were most responsive, what time of day was most effective and of course which languages were visiting the most. This allowed us to tailor the campaign more effectively and maximise the budget used.

SOCIAL MEDIA

We set And You’re Off up on Facebook, Instagram and YouTube and started creating posts and researching which hashtags were getting the best response. We got the pages enough followers to name them, and made sure all of them were named accordingly. We also wrote up a strategy for Pinterest, but never got that far as Covid-19 caused the industry in Australia to shut down completely.

VIDEO PRODUCTION

We were in the process of filming a series of videos about each area for And You’re Off’s YouTube channel, but again because of COVID-19 we had to stop. So hopefully in the future, we can add those here for you to view.  Below is the display banner video we made for one of their promotions. We simply used a stock video on loop and created the overlay in Adobe Illustrator.

Services Used

Because And You’re Off was a start-up, we needed to help with all their branding, digital strategy and SEO as well as the physical build itself. This meant we had to utilise a large amount of our skills base on this project. 

BRANDING

We chose the turquoise colour for the logo by pulling the colour from this image of the great barrier reef;

The reason we chose this image is that the Whitsundays (Whitehaven Beach more specifically) is the most popular tourist destination for backpackers, so we figured, why not use nature as the inspiration for our design. Every image we used for And You’re Off was hand-selected for its beauty, as we wanted backpackers to dream about the destination whilst they were reading blogs, scrolling the website or visiting And You’re Off’s social media pages. We used a tribal style wave design for their letterhead and kept the white, grey and turquoise colour scheme. For their merchandise, we inverted to the logo and made the text white, and had it printed on black, this is because the blue and white combination on black stood out better on printed materials.

DIGITAL STRATEGY

A strong online presence was vital for two reasons;

Firstly, the industry is dominated by three major players and they are heavily reliant on bricks and mortar stores for sales, so we found a gap in the digital market to penetrate and get sales.

Secondly, a band exists called And You’re Off and they were dominating the number one spot for the main keyword, so we needed to become number one on Google.

We achieved this by A) buying the domain B) setting up social media pages and backlinking to the website and C) writing content that was keyword-heavy with And You’re Off. It took a month or two but eventually, we had the number one spot in Australia. Now, we were tasked with getting to number one in Europe! By installing Google’s language API and registering with Google that And You’re Off was an international company,we started to see ourselves becoming number one around the world for the key term “And You’re Off”. As we dealt with a huge number of people who don’t speak English as their first language we also brought the domain andyouroff so if anyone misspelt it, they would be directed to the site anyway.

We now needed to start ranking higher for keywords related to tours, so we used Google’s Keyword Planner to find keywords that weren’t being heavily competed for and started writing blogs and content containing these key phrases. We did it this way because the major players are worth tens of millions of dollars and have far more budget than And You’re Off, so we went in tactically.

Another part of our digital strategy was Google Ads. We ran a search and display campaign across Australia, but we placed 1km pins on all the major hostel hubs around Australia, to make sure the budget was being used to target the right people. Once we got the feedback from Google Analytics, we were able to see what devices were being used, which hubs were most responsive, what time of day was most effective and of course which languages were visiting the most. This allowed us to tailor the campaign more effectively and maximise the budget used.

SOCIAL MEDIA

We set And You’re Off up on Facebook, Instagram and YouTube and started creating posts and researching which hashtags were getting the best response. We got the pages enough followers to name them, and made sure all of them were named accordingly. We also wrote up a strategy for Pinterest, but never got that far as Covid-19 caused the industry in Australia to shut down completely.

VIDEO PRODUCTION

We were in the process of filming a series of videos about each area for And You’re Off’s YouTube channel, but again because of COVID-19 we had to stop. So hopefully in the future, we can add those here for you to view.  Below is the display banner video we made for one of their promotions. We simply used a stock video on loop and created the overlay in Adobe Illustrator.

Technology Used

System Build – Code Igniter (PHP)
Booking API – Hero Travel API
Content Delivery Network – CloudFlare
Hosting – BlueHost 
Videos – Adobe Premier / After Effects
Graphics – Adobe Photoshop / Adobe Illustrator
Advertising – Google Ads, Facebook, Instagram
Merchandise – AS Colour
Printer – Xpress Tees
Logo Intro – Adobe After Effects

Technology Used

System Build – Lavarel Framework
Tele-consults / Group therapy – CometChat API
Hosting – VentraIP Australia
Filming – Sputnik Films
Camera – Australian made URSA G2 Cinema
Audio –  Rode Lapel Mic Kit

Graphics – Adobe Photoshop / Adobe Illustrator
Video Editing – Adobe Premier
Logo Intro – Adobe After Effects

Need a Nerd?

We have plenty! Get in touch.

1300 451 196

hello@innovationagency.com.au

17/18 128 Bowen St,
Spring Hill, QLD 4000