Cambridge, 9th October 2006:– Online customer service specialist, Synthetix, has created SmartAgent ‘Rosie’ for, the official site for English tourism. Inspired by an ‘English Rose’, SmartAgent Rosie is a key element of an overall re-design of the site to help visitors find out about attractions, events, destinations and accommodation in England.

As a result of Synthetix’s unique technology, visitors to can ask Rosie questions using SmartAgent’s natural language interface which allows the user to have a conversation by typing in questions and receiving replies in plain English. Rosie can answer questions such as ‘Where can I go cycling?’ or ‘What events are happening in October?’ or ‘Can you recommend a Bed & Breakfast in the Lake District?’. In addition visitors to the site can ask Rosie to ‘Find a holiday’ and Rosie will ask a series of questions about what the user is looking for and then make recommendations for a suitable holiday.

Simon Bradley, General Manager of Customer Relationships at Enjoy England comments: “We’ve always been very proud of the sheer wealth of factual and inspirational content on Rosie will help make this information a lot more accessible to the one million unique visitors who use the site every year. By being more of a librarian than just a library, now offers a ‘helping hand’ to the millions of people who want to take a break in England every year.”

In addition to dealing with enquiries, Rosie can also facilitate data capture through polls and quizzes as well as report back to her employers at Enjoy England regarding customer satisfaction and data on customer questions and popular topic areas. This valuable information will enable to further develop the site to enhance the user experience.

Peter McKean, Managing Director of Synthetix said: "This is the first time we have used our SmartAgent technology in the travel and leisure sector and it works really well. This sector is perfect for this type of technology as it has such a positive influence on the customer experience which in turn helps to bolster brand perception and increase sales.”

• Synthetix Ltd is a developer of cutting-edge, intelligent software technologies for on-line marketing, customer self-service and usability. Founded in 2001, Synthetix has unparalleled expertise in the field of 'Virtual Assistant' design and deployment.

• The company has become the marketing, customer service and web usability technology choice for blue-chip brands including the BBC, Vauxhall Motors, Berkeley Homes, Egg, Hitachi Europe, the Department for Education and Skills, Currys, CITB, AEG, Ford, BT, Masterfoods, Yorkshire Building Society, SkillsActive and even the legendary Harlem Globetrotters.

• Since its launch in 2003, Enjoy England has launched major campaigns for Waterside, Taste, Outdoor, Relax and City Culture as well as the annual Enjoy England Great Ideas publication and movie maps to inspire British visitors. It now operates in four near-European markets: France, Germany, Ireland and the Netherlands.

• An archive of media releases and more details about the work of Enjoy England can be found on the online press centre,

For further information, please contact: Adam Ashcroft, Telephone: 01732 862 759, Mobile: 07808 129 300, E-mail:, Website:

Alternatively if you require further information regarding the new Enjoy England website please contact: Elliott Frisby, Corporate PR Manager, VisitBritain, Tel: 020 8563 3035

Published on: 12:00AM on 10th October 2006