Parkdean Resorts
2.5 BILLION OPPORTUNITIES TO SEE THE BRAND IN 12 MONTHS
332% INCREASE IN PRESS COVERAGE
OBSERVATORY – CREATING AMAZING MEMORIES
Parkdean Resorts is the UK’s largest holiday park operator with a portfolio of 70 coastal, countryside and woodland destinations stretching from Scotland down to Cornwall, helping holidaymakers across the UK to create amazing memories whilst on staycation or spending time at their holiday home.
Our brief was to ensure that its parks were the holiday of choice amongst Brits looking to book a UK break or purchase a holiday home.
ORBIT – UNDERSTANDING THE UK FAMILY
Families with toddlers and school-age kids were our target market. Peak season was always busy so we looked to points in the year we could use campaigns to drive growth for the brand.
We identified that the growth opportunity was in the shoulder season, promoting off-peak holidays to multi-generational families with toddlers, who would book trips away outside the school holidays.
Whilst national travel media gave us mass reach, our insights team identified our target market also trusted regional media, so we made sure high DA regional media within a two-hour drivetime of parks played a key part in our tiered media strategy.
We also built family influencer/creator matrices based on lifestyle, follower audience and creative fit, layering target media, creators, timing and territory for maximum campaign impact and relevance.
ORIGINALITY – LITTLE THINGS CAMPAIGN
101 Little Things was a Spring campaign aimed at families with toddlers to promote off-peak breaks.
We partnered with some of the UK’s most-followed down-to-earth parenting influencers to highlight the best free and easy ways to keep children amused at this time of year on its holiday parks and around the UK.
Creators were asked to share a ‘little thing’ that they enjoy doing with their children in the great outdoors, which were compiled into a list of 101 options. These included anything from making sand angels on the beach, listening to the sea in a shell, making a campfire for toasting marshmallows and rock pooling – focusing on free and cheap ways to keep young kids amused on an affordable family holiday.
Using UGC and CGC we took suggestions from social media and co-created content with creators to create a digital PR article that would drive traffic back to a landing page as well as increase organic search. We targeted national travel pages and family publications for coverage, landing features in The Mirror, Guardian Online, The Sun and Daily Star.
The campaign drove a new audience to the Parkdean Resorts website, where a specific landing page was created for people to share how many of the ‘101 Little Things’ they had ticked off their lists and what their favourites were to be entered into a prize draw to win a free holiday.
OUTREACH
Supporting seasonal campaigns, our remit was also to generate a drumbeat of brand earned media coverage throughout the year, so our press desk generated regular news angles for the national, regional and local media, alongside managing a packed schedule of press and influencer fam trips to parks around the UK.
ORACLE
Our Press & PR team also developed a Crisis PR Strategy and toolkit, regularly planning for any potential scenarios. We managed inbound media enquiries via a 24/7 crisis PR team on call 365 days a year.
