A digital home for luxury travel content.
Time Period
2005–2009
Background
Condé Nast Digital named Peter J. Frank as Editor in Chief of Concierge.com in fall 2005. His role was to oversee a major relaunch of the site, pivoting what was essentially an online archive of Condé Nast Traveler articles into a luxury consumer travel destination with original, digital-first content.
Process
Frank knew that travelers—particularly the young, affluent and tech-savvy—were overwhelmed by the amount of information available online. To attract this underserved audience, we would narrow down their choices into stylish and intelligently curated destination guides, written in a voice and tone that was witty but direct. All of Concierge.com's content—including 200-plus destination guides; slideshow features; blogs; and more than 500 short-form videos—reflected this contemporary style. Frank oversaw all content production and managed the 12-person editorial team. He oversaw a sweeping redesign in 2008 that added functionality, improved user experience and boosted SEO. He also identified multiple opportunities for growth, including syndication partnerships and integrated marketing programs. Frank initiated the Concierge.com brand presence on Facebook, Twitter and Reddit, and developed an award-winning iPhone app.
Results
During Frank’s tenure, Concierge.com achieved substantial gains in traffic, engagement and search referrals. Over the four-year period, unique visitors more than doubled to 2.7 million; organic page views increased 130% to 4.1 million; and monthly referrals from Google increased more than 300%. Concierge.com won awards from the Magazine Publishers of America, the Webbys and MIN’s Best of the Web.