From Low Awareness to Record Results
The Brand
Forest Holidays offer short breaks and log cabin holidays in 12 UK forest locations, all centered within hundreds of acres of English woodland.
The Challenge
Forest Holidays had low brand awareness and needed to stand out within a cluttered marketplace, offering a clearly defined proposition to best attract its target customer.
We were tasked to push forward bookings, to retain yield and reduce reliance on discounting.
The campaign needed to raise awareness amongst new and existing customers, drive consideration and fulfil an early booking target.
Strategy
The campaign strategy spanned five core channels, email, paid search, paid social, tv and direct mail.
By classifying the highest value customers and overlaying mosaic and postcode data, we identified a potential audience of 6.1 million who were likely to be attracted to the brand but not yet aware of our proposition.
Using this customer data we overlaid it with BARB data to identify the most watched stations and programming whilst continuing paid search activity to deliver upper-funnel awareness.
Results
New customers
Brand search demand increased
Awareness increased
