Job to be done
Introduce The Mole to consumers to increase brand awareness and drive direct bookings both in and out of season.
Strategic approach
A discovery campaign to bring to life The Mole’s USP’s through targeted media and influencer placement. Highlighting the resort’s core message of ‘active stays’ and positioning The Mole as a better place to stay for the Centre Parcs crowd.
Campaign Delivery
We secured multiple national media insertions in A* publications based on reach and audience demographic to introduce The Mole to key bookers, focusing on in depth solus reviews to showcase its offering.
Through a series of targeted influencer stays, we tapped into key audiences such as families, dog owners and off-peak bookers to ‘show not tell’ how the resorts offering differed from key competitors.
Results
- 33 high-quality editorial insertions, including multiple insertions in key target titles such as The Times and Telegraph
- Direct comparisons to key competitor Centre Parcs recommending The Mole as a better place to stay
- 90% key message cut through, including 2+ key brand messages
- 94% CTA inclusion driving direct bookings for the resort
- 10 influencer visits secured with a total of 69 posts shared and over 2 million reach