THE REALITY
Covid-19 forced the business to close as we entered peak trading. Getting 2020 back on track the challenge was going to be getting Parkdean Resorts front of mind and giving them an authoritative position in the minds of customers.
2020 planning initially focused on direct response channels. Waiting for these to reignite would drop us behind competitors when demand returned, new branding channels and new creative concepts were needed.
To take advantage of a quiet market, reduced costs of entry and a captive audience we needed to move quickly. We had 2 months to go from initial ideas to launch.
STRATEGY
We decided on a TV & Sponsorship approach to launch the new brand proposition. Amplified by Radio & Press, underpinned by an aggressive approach to digital including VOD, Paid Social, HPTO, Sponsored Forums discussions and PPC. We launched around 4 guiding principles: Audience, Awareness, Authority & Attainability.
Domestic holidays were presented with an opportunity to grow and outsell foreign travel, we were going to be at the very front of that charge.
The Numbers
- 24% ABL Share of Voice, up from 6% pre campaign
- 42% YoY reduction in CPC
- 68% YoY reduction in CPA
“iProspect quickly responded during the most disruptive period we have ever had. The campaign put us in a market leading position for 2020 and placed us in a strong position for the future. ”
JONATHAN ALCOCK / MARKETING DIRECTOR
