competition to celebrate a new website launch.
Darwin Escapes offer 5-star holiday home ownership and holiday breaks within the United Kingdom. They specialise in 'Boutique', 'Luxury' and 'Traditional' holidays within their beautifully maintained parks across the UK , which range from superior quality lodge retreats in coastal or idyllic rural settings, a full range of leisure facilities and home-from-home accommodation.
The client required an interactive competition that helped to build the overall Darwin Escapes brand awareness, following the launch of their new website. It was also important to the client that the competition focused on their four parks that offered both holiday home ownership and holiday breaks.
The competition was launched to drive further traffic through to Darwin Escape’s Facebook Page and website through paid advertising and organic means. This in turn would help drive further enquiries to Darwin Escapes, whilst celebrating the launch of their new website! As a stroke of luck, the competition fell around two bank holiday periods, which enabled us to brand the promotion as "The Big May Bank Holiday Giveaway!".
increased interest in the brand.
The first thing we did was under take initial research in order to identify key audiences and demographics that would fit perfectly into each park setting (which were; family, romantic/spa and activity breaks) and the types of prizes available. We also developed a strategy across paid and organic to help make the competition as accessible to the targeted audiences as possible, whilst ensuring the entry process stayed simple and intuitive. It was important to keep the first Darwin Escapes competition as straight forward as possible, in order to showcase the website effectively whilst creating a fun, engaging and simple experience for users. This would ensure positive perception of the brand, and hopefully achieve subsequent holiday bookings and ownership enquiries.
Targeting people within the UK to encourage them to take a break within the country, we used a bespoke application that allowed us to provide a quick turn-around competition following the launch of the new website. Having fully editable functions and customisation, the application allowed us to tailor the competition accordingly with the Darwin Escapes brand. We also designed a full creative suite across social media channels and blog post design that incorporated true Darwin Escapes style and branding.
Following the competition closing, Darwin Escapes saw a vast number of entries taking an interest in their brand and submitting further interest within individual parks for latest news and offers. There were 504 overall entries, which helped to boost overall Page Likes via Facebook advertising and the overall database for Darwin Escapes holiday breaks.