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Global conservation and hospitality company Wilderness selects Merkle to lead on global rebrand and search strategy

March 16, 2023
London, UK

Wilderness, a leading conservation and hospitality company, partnered with Merkle, dentsu’s leading data-driven customer experience management company, to support in a complete relaunch of their brand and online presence. The partnership has allowed Wilderness to dominate in both paid and organic search, whilst maximising consumer engagement with the brand through a new approach to advertising strategy, in a bid to support the company’s vision to become a consumer-centric lifestyle brand.

The rebrand and digital transformation has seen the company go from a traditional safari operator to a global experiential travel brand. This required a large shift in PPC, SEO, and digital strategy, directed and supported by Merkle’s cross-channel collaborative approach. Merkle completed an overhaul of all their paid search ads, focusing on customer-centric messaging to align with their new brand positioning and to increase lead generation.

The collaboration further strengthens Wilderness’ presence as a top provider of luxury travel experiences, as well as ensuring that the brand’s unique offerings are showcased to the right consumers at the right time.

Merkle also consulted in site performance optimisation by adopting a granular, data-led approach by assisting in template definition and improved user experience, allowing users to navigate seamlessly between interactive touchpoints on a highly intuitive site.

Commenting on the partnership, Simone Strahle, CMO at Wilderness stated: “This project marks an exciting new chapter for Wilderness and we couldn’t be more proud of the result. By pairing with Merkle, we can present our collection of iconic destinations and experiences on offer in a truly innovative way for existing and new guests alike. Merkle’s search and paid strategy has elevated our online offering to customers and has bridged the gap between the online and offline experience. We are very pleased to have partnered with Merkle on this project and look forward to continuing the collaboration moving forwards.”

Reflecting on the latest win for Merkle’s consultancy and search strategy, Sarah Painter, VP Experience Marketing at Merkle commented: “We are thrilled to be working with the Wilderness team on their exciting offering. With a clear brand identity and mission to innovate in the travel sector, what Wilderness stands for is unique and we are very much looking forward to elevating their online visibility as this partnership goes from strength to strength.”

About Merkle

Merkle is a leading data-driven customer experience management (CXM) company that specialises in the delivery of unique, personalised customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organisations have partnered with Merkle to maximise the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalised marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 13,000+ employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. Merkle is a dentsu company. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkle.com.

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