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159% increase in transactions.

Bringing the one-of-a-kind Locke brand to life digitally.

Locke offers one of a kind, locally inspired, design-led aparthotels. The brand needed a website and digital support to reflect its distinctive, forward-thinking approach, while being scalable to facilitate ambitious growth plans.

Celebrating the character and social fabric of each locality, Locke creates destinations that inspire and connect through mindful design and meaningful human connection and offer much more than just a place to sleep. We had already delivered the edyn group website, and now our focus turned to Locke, one of four brands in the edyn family.

The Locke site had several challenges it sought to overcome:

  • Fragmented technology
  • Brand proposition review
  • Design UX did not showcase the proposition at property level
  • Not well positioned for international growth (e.g. multilingual aspect)
  • Opportunity to strengthen customer retention using digital

Alongside these, the website is often the first-time users experience the Locke brand and its design-led aparthotels. It needed to bring the brand to life, while supporting commercial goals such as bookings and revenue.

The outcome:

The new site outperformed supporting across several IT and marketing elements.

  • Capable of handling complex integrations
  • Multi-lingual to support international expansion
  • An enterprise platform to act as a scalable core to support a multi-brand portfolio
  • Fast cloud-based server capability
  • Personalisation – ability to extract/utilise CRM insights to drive a dynamic and relevant experience for website visitors
  • Built-in website integrity and search engine best practice

The launch of the new site was just the beginning. As well as continuing to enhance the website, we’re supporting Locke with an integrated digital strategy across SEO and paid advertising.

Our organic strategy is focusing on capturing visibility across aparthotel keywords. It targets informational searches such as ‘What is an aparthotel’ through to intent based queries such as ‘Aparthotel London Bridge’.

Paid social across channels including Instagram and Facebook, helps us to showcase the Locke offering and its unique spaces. They create desire and intrigue, which when combined with an integrated paid search strategy, delivers bookings and revenue.

Together, we’re bringing the Locke brand to life and filling aparthotels with great guests.

Crafted image

We appointed Crafted after a rigorous selection process. What really stood out was their ability to support our needs as well as their expertise within our sector and across the broader digital spectrum. They are a fantastic partner who also share the same vision as us – to deliver scalable and unique website platforms which truly bring each brand to life. The process was seamless from start to finish and the final outcome surpassed our expectations. We look forward to what the future brings.

Adrian Swinbourne, edyn
The results.
More visibility.
32% increase in top ten keywords
Built for all.
Rated 100 for site accessibility on Google Core Web Vitals
Fit for the job.
53% improvement in conversion rate
Filling studios.
159% increase in transactions
Best Graphic Design
Winner