The UK’s largest holiday park business, Parkdean Resorts operates in some of Britain’s best-known coastal, countryside and woodland locations, ideal for short breaks and holidays with the kids.
Parkdean Resorts wanted their overall organic revenue to grow 10% year-on-year. However, with an upcoming double site migration (from Park Resorts and Parkdean Holidays into all-encompassing Parkdean Resorts), they needed an organic strategy to safeguard visibility and shift the flow of traffic over to the new site. So, to prepare for a successful migration, we needed to increase consideration of Parkdean Resorts and drive footfall to their holiday parks, by creating hype around the scenic locations they’re in, as well as setting the direction of the new site’s UX and content.
We took a two-tiered approach and set about building Parkdean Resorts’ authority through a series of national and regional campaigns. Firstly we partnered with Graeme Hall, aka the Dogfather and presenter of Channel 4’s Dogs Behaving Badly, to create a national level brand campaign, ‘Dogs Need a Holiday Too!’. The campaign promoted Parkdean Resorts’ dog friendly offering and revealed that holidays can benefit our pooch’s physical and mental wellbeing. Secondly we wanted to drive regional level awareness in the peak summer months, as the majority of Parkdean Resorts’ revenue is generated through regional search terms. To achieve this, we launched ‘Coastal Adventures’, a campaign to celebrate every inch of Britain’s coastline. We worked with key local influencers, press and tourist boards to unearth the most amazing coastal adventures to be found in the 14 regions that Parkdean Resorts operates in.
Both campaigns exceeded KPIs, securing national coverage and safeguarding visibility of the brand ahead of migration. ‘Dogs Need a Holiday Too!’ received 17 pieces of coverage including the Mail Online and the Sunday Mirror, whilst the ongoing ‘Coastal Adventures’ campaign continues to go from strength-to-strength in raising awareness of Parkdean Resorts amongst their target market, securing 29 pieces of coverage and amassing over 8,000 video views, 1,500 shares and 1,200 comments so far. To date, we have increased Parkdean Resorts’ revenue by 17%, grown the business by £1.4m and have successfully migrated one of the two sites across to ParkdeanResorts.co.uk.