Relationships are personal, which is why — when it comes to managing the connection between a provider and a partner — a personalised strategy is always best. By taking exactly this kind of approach, one organisation has succeeded in spurring their clients — all of whom operate within the UK tourism sector — onward to success. As we’ll see, this is a methodology that has served it well, especially with respect to its work with one client in particular, a destination that relies on the organisation’s platform to boost its visibility. With all of this in mind, let’s meet the winner of the third category of our EMEA Summit 2025 Client Awards and find out what they did to take the top spot for “Outstanding Customer Engagement.”
A personalised approach to performance
For sales and marketing agency Ignyte, business is never just business. Explaining their bespoke operational ethos in their entry submission for this category, the team emphasise that, “Every interaction — whether it's a quarterly check-in, a user guide, or our monthly newsletter — is tailored to meet the specific needs and goals of each individual client.” This approach was exemplified in their work with destination marketing organisation (DMO) Visit Devon, where Ignyte’s highly personalised approach boosted the visibility and overall performance of this member on the agency’s platform, ensuring that Devon — as a brand and a place — appeals to as wide an audience as possible.
From support to success
In their entry submission for this category, the team at Ignyte explained that, over the last year, their approach to working with Visit Devon “has focussed on proactive communication, value-driven support, and reinforcing our reputation as a trusted brand. Our goal is to ensure clients feel supported and empowered to maximise their visibility and success through our platform.”
“Quarterly outreach is a key element of this personalised experience. Rather than relying on automated updates, we speak directly with each customer to understand what's new with their business, identify areas of improvement, and collaboratively update their listing. This one-on-one contact ensures that their online presence reflects their current offerings and aligns with what their audience is searching for.”
– Ignyte
Directly on the back of this strategy, Ignyte developed an SEO user guide, “How to Maximise Your Listing for SEO,” to address both common client queries and gaps in knowledge, a carefully tailored yet thoroughly practical response to individual customer feedback. Developed in a similar vein, Ignyte’s monthly newsletter serves as another avenue for client engagement and enrichment. Filled with expert insights, helpful reminders for seasonal offers, events, and updates, it is a medium for enhanced client learning and offers yet another platform for visibility.
From provider to partner
This comprehensive and deeply personalised approach has enriched Ignyte’s relationship with Visit Devon — and, indeed, with all of its clients — while also reinforcing the overall impact of the agency’s platform. From Ignyte’s perspective, “Our approach helps customers feel like they’re not just one of many. By providing hands-on support and tailored resources, we’ve created a customer experience that feels thoughtful, responsive, and genuinely collaborative.”
Thanks to its emphasis on consistent and regular contact with partners, their listings “stay relevant, optimised, and reflective of their current business goals,” all while ensuring Ignyte shows a true commitment to the success of each and every one of their clients. Strategies — like the development of the aforementioned SEO user guide and monthly newsletter — are geared toward improving the visibility of the likes of Visit Devon, while also offering partners a sense of agency and ownership over their own success. “By equipping customers with tools that directly improve their results, we reinforce our role as a trusted partner, not just a service provider,” explain the team.
Tangible results from a trusted platform
It’s clear that Ignyte’s approach — one that eschews cold automated feedback in favour of authentic human engagement — has generated tangible results.
“As a result of these initiatives, we’ve seen higher client retention rates, an increase in repeat participation in promotional opportunities like Premium Sponsored Ads, and more word-of-mouth referrals from satisfied members. Clients don’t just stay with us, they recommend us.”
– Ignyte
Commenting specifically on how they’ve applied this strategy to their relationship with the DMO, Ignyte says that it has turned “engagement into loyalty, and loyalty into advocacy, making Visit Devon a reliable and trustworthy platform for promotion.”
The judging panel lauded Ignyte for its approach, praising the agency for its well-structured plan, carefully implemented to offer multiple touchpoints and opportunities for client engagement. In addition to this, they were also especially impressed with Ignyte’s SEO user guide, a tool that effortlessly helps both Devon and all of its associated businesses to shine.
Congratulations to Ignyte! And if your curiosity has been sparked, join us again to meet the winners of our next category, “Digital Campaign Excellence.”