Revitalizing Haven's Brand through IoT and Strategic Advertising
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
- Sensors - Environmental Sensors
Applicable Functions
- Sales & Marketing
About The Customer
Haven is a UK-based operator of 40 family holiday parks. The company offers a wide range of activities and experiences designed to provide families with a refreshing escape from the stresses of modern life. Haven's holiday parks are located by the coast, offering a unique and appealing setting for family holidays. The company's target audience includes families from all over the country looking for a fun, relaxing, and unique holiday experience. Haven is committed to continuously improving its services and offerings to meet the evolving needs and preferences of its customers.
The Challenge
In 2017, Haven, a UK-based operator of 40 family holiday parks, faced a challenge of repositioning their brand to appeal to a wider consumer base. The company was struggling to effectively communicate the unique experiences and refreshing escape from stressful life that their holiday parks could offer to families. The existing branding and advertising strategies were not generating the desired increase in bookings and revenue. The challenge was to create a new brand platform that would resonate with a broader group of consumers and drive an increase in bookings and revenue.
The Solution
Haven recruited a strategic and creative agency to develop a new brand platform, 'A Breath of Fresh Air'. The new brand platform was designed to highlight Haven as the antidote to modern life, offering a refreshing escape by the coast. The advertising strategy kicked off with a 40-second TV spot, featuring a light-hearted and humorous film of two little girls exploring a holiday park's activities on a go-kart. This TV campaign alone resulted in a 6% increase in bookings. The creative strategy was extended to radio, brochures, online, CRM, and press advertising, gaining extensive media coverage. The PR and Social teams worked together to deliver the social strategy, manage the community, and introduce Haven to influencers, positioning the brand at the heart of key online parenting conversations.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
