Netizen Digital, the online travel marketing specialist, has designed and developed a new website,, for specialist tour operator The Adventure Company to sell its new programme of tours for active over-50s.

Prime Adventures was conceived after The Adventure Company’s customer feedback revealed a significant demand for tours catering specifically for the over-50s market.

The Prime Adventures website retains some visual elements of The Adventure Company brand but it has its own distinct look and feel.

Mindful of Prime Adventures’ target market, Netizen Digital has paid close attention to aspects of accessibility such as easy text resizing options, as well as an icon-based grading system to indicate the level of physical exertion required on each tour.

Maximum usability has been achieved by providing users with flexible paths of navigation. The site offers specific product search options, theme based browsing, and geographic based browsing.

The website makes full use of Netizen Digital’s interactive mapping solutions to deliver a compelling online experience to its customers. The site’s interactive maps provide users with detailed tour information and images. Crucially, a Google Earth integration layer allows users to click from a specific tour details page directly through to the details of the tour displayed on Google Earth.

The mapping functionality allows visitors to get a unique geographical feel for the locations of these holidays and it captures the sense of the fun and adventure that is fundamental to The Adventure Company’s brand. The Adventure Company has already had success with Google Earth on its main website: it has been responsible for a 5% uplift in website traffic as well as a significant presence in the natural search listings for Google Earth key terms.

The Adventure Company’s head of online marketing Keith Lavender commented, “We are very excited about this new brand and already in the first week we have seen our website ‘take-off’. We had looked at the travel industry and realised the importance of the internet to this sector of the market. The so called ‘Silver surfers’ are happy to embrace new technology such as Google Earth and Live Chat. All of our tours are specially designed and the average group size is just 12 which is a first in this market. ”

Netizen Digital MD Lewis Lenssen said, “As niche markets such as active over 50s travellers move online, travel companies need to think carefully about providing an online presence tailored to their needs and expectations. In Prime Adventures we have developed a website that is attuned to the needs of this expanding group of online travel buyers.

Lewis added, “The Google Earth functionality is a great example of how companies can use technology to find innovative, engaging ways to present their products. Prime Adventures’ Google Earth integration layer encourages its users to form strong emotional connections to their chosen tours and destinations.”

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About Netizen Digital

Netizen Digital is an online travel marketing specialist. We provide search engine marketing, email marketing, tracking and analytics, and website design and development, tailored to the needs travel companies.

Over the past ten years Netizen Digital has completed more than 250 travel website projects. We provide a bespoke offering that includes full website design and development, interactive mapping solutions, and reservation system integration. Mosaic, our in-house web development platform and content management tool, has been developed specifically for travel companies.

We manage paid search engine marketing campaigns for over 130 clients from our London offices. We build, manage, optimise and report on paid search campaigns across all major search engine media, such as Google, Yahoo! and MSN.

For more information visit

Press enquiries:

Netizen Digital:
Thomas Goodfellow
Marketing Communications Manager
Tel: +44 (0) 20 7269 2606

The Adventure Company:
Mick Thompson
Media Contacts PR
Tel: +44 (0) 1367 820766

Published on: 12:00AM on 3rd April 2007