As part of a major market segmentation exercise, in 2007 Teletext Holidays selected Nucleus to create a new luxury brand that they could use to target the growing long-haul, 4 and 5 star luxury market.
Over a period of six months we delivered a seamlessly integrated programme including: the brand name and proposition ‘InLuxury – the only way to holiday’, trade mark applications and registrations, domain name acquisition, technical architecture and website design, build and technical integration. Much of the technical integration was undertaken by our offshore development team, based in Lucknow – under our partnership with Tata Consultancy Services (TCS) working under the direction of our UK technical team. The solution is based around Ektron 400 CMS content management system, which allows easy editing of content. Analytics are by Omniture.
The new brand and website was launched in July 2007. It quickly established itself as a premium showcase for luxury holidays within the Teletext group, achieving initial financial targets as customers were attracted to the new proposition.