Amaze has been appointed to handle East Coast’s fully integrated digital service.

British train operator, East Coast, has appointed Amaze, to handle its fully integrated digital account following a competitive five-way pitch.

Amaze has been briefed to develop and manage East Coast’s website, improve the navigation and customer experience, create its overarching social media strategy and eCRM programme, as well as handling all of the operator’s SEO activity. East Coast’s customers will continue to be placed at the heart of its digital roadmap to ensure that excellent customer service is delivered.

A thorough technical audit has been carried out, which forms the strategy for improving the design and functionality of the website through a series of technical improvements, such as optimising the site for mobile devices and carrying out a comprehensive user experience programme.

Amaze will provide a fully managed service through its Managed Services offering, which includes technical maintenance, performance monitoring, 24/7 support, content updates and development work.

Emma Passey, Digital Manager at East Coast, commented, “With a third of revenue generated through our website and with this figure set to increase this year, it is critical our site is technically robust and easy for our customers to use.

“The team at Amaze impressed us with their considerable effort throughout the tender process and we found they excelled in strategic thinking, with clear technical and digital strengths. The fact that the agency has all of the services we require in-house was also very appealing to us.”

Natalie Gross, CEO of Amaze, commented, “The East Coast account is another hugely exciting win for the agency, and testament to our full service digital capabilities.“