Engage appointed to accelerate Roadchef’s digital journey

Digital marketing agency, Engage, has been appointed by national motorway services operator Roadchef to evaluate its digital footprint, define the role of digital within the business and drive its digital strategy.

The services operator awarded the contract to Engage due to its significant digital experience with brands in the hospitality sector, including Whitbread and Bill’s Restaurants.

So far, the agency has designed and developed a new website, integrated third-party systems such as loyalty schemes and developed a journey planner using Google Maps API to highlight Roadchef locations on motorways.

Moving forward, Engage will support Roadchef’s digital journey with an ongoing performance and optimisation programme, including SEO to drive visibility for the brand across different audiences.

Imogen Lassen, head of delivery, commented: “It’s been very exciting to collaborate with such a well known brand. Roadchef has experienced a period of significant change over the last few years and we’re really looking forward to working with the team to develop its digital strategy, drive loyalty and raise awareness of the brand amongst current and potential customers.”

The new website highlights the significant investment made by Roadchef to provide value to customers and transform its service areas, which boast brands such as McDonald’s, Costa Coffee, Leon and WHSmith. The platforms will also be used to increase and enhance communication with key target markets, including HGV and coach drivers.

Chris Smith, head of marketing at Roadchef, added: “We were impressed with the expertise and dedication of everyone at Engage. They understood our business from the beginning which has allowed us to deliver a product that engages our customers through relevant content and an enhanced user experience. The digital revolution for Roadchef has begun and we’re looking forward to seeing where the journey takes us.”