Working with the owners and wider team we examined the current marketing activity and booking process. Clearly a successful strategy would need to deliver more prospects to them at all stages of the booking process: from search, comparison and through to booking. The digital plan we built would need to look at online acquisition via SEO, Adwords etc. through to a complete re-work of the website to match the intuitive processes developed by our multi-billion £ T/O online competitors for their customers.
Alongside this we understood that while we were competing with booking sites such as Booking.com for customers who wanted to stay at Soar Mill Cove, we are equally competing with other premium offerings for the end business.
We started with their brand and website. Their brand identity was refined and updated, and a tool kit created to keep all their communications in line with their core values and to communicate their incredible focus on customer service in a stunning location. The ability for premium brands to share exclusive promotions in a manner which does not detract from their position is a familiar challenge for marketers and one that must be met in an ever- toughening market.
With this brand identity in mind we then set to work to create a website that would funnel visitors quickly towards making an enquiry on the phone or an online reservation.
We then turned out attention to their acquisition strategy and reviewed and redeployed assets here to create a wider funnel with more engagement along the way.