The Story
Navigating a pandemic.
"The EG team have been a great support to me during my first 12 months in a new business and I am delighted with the relationship we have built. They consistently take a ‘hands on’ approach to account management and have a great ability to react effectively to changing business needs. EG demonstrate clearly that they understand our customer and build media campaigns and partnerships based on customer needs and wants, which is so fundamental to our strategic success. Above all, Ian and the team are great guys to work with, which day to day makes such a difference."
Chloe Band, Head of Marketing
The Situation
After 3 months with restricted trade Haulfryn needed hit the ground running as soon as Covid restrictions were lifted. The objective was to catch up lost sales from 3 key sales months to allow the business to maintain it’s position as one of the UK’s premier holiday park operators.
Launching a high profile media campaign during C-19 meant we were dealing with uncertain consumer sentiment. The aim was to find an effective way to pursue sales leads during the pandemic, remain sensitive to community concerns and navigate the potential sales barriers.
Our Approach
With years of experience helping clients through recessions and economic uncertainty, we were able to interrogate audience data and implement an offline strategy that recognised the most appropriate weighting and combination of channels. Our analysis suggested that this would give us the best response rate in the prevailing market conditions.
We invested in high status TV and print campaigns, perfectly positioning Haulfryn before a relevant audience. The goal of generating consumer trust in the brand was more important than ever before.
The Outcome
We saw an immediate and positive increase in all key performance metrics throughout the duration of the campaign with a predicted exit ROI of 20:1. Lessons from this campaign have already been applied to the next phase of planning, allowing us to adapt in good time and continue to maintain Haulfryn’s sales as the New Year approaches.
