Background to the Project
Best of British Touring and Holiday Parks is an elite marketing group of some of the finest family-run holiday parks throughout the UK – England, Scotland and Wales.
Launched in 2009, the Best of British parks continue to be individual in nature, offering a variety of holiday accommodation options and facilities.
With a fairly small starting point of just a couple of hundred Facebook followers – the BoB team were keen to really drive their social media presence and encourage better engagement as well as increase the traffic to their website.
We kicked off the project by establishing some key metrics and confirmed the strategy to reach a much larger audience and develop an organic following across social media.
We took on overall responsibility for the social media platforms – Facebook, Twitter and Instagram. We continue to produce daily content for all social media platforms to raise awareness surrounding the Best of British holiday parks.
To support the main social media campaigns we have been designing and sending out e-newsletters directly to their database reaching approx. 32,000 consumers.
Over the last two years we have carried out an extensive SEO/keyword campaign on the Best of British website to encourage more organic site traffic with a supporting Google Adwords campaign.
We found Facebook advertising highly effective at reaching out to new audience and with lots of careful management along the way we took their Facebook following to 8,000 in the first year and have doubled their audience over the past 12 months. At the time of writing (Nov 2017) the number of likes stands at 38,000, so we can expect to top 40,000 before the middle of 2018. By posting a mixture of engaging and interesting content, videos and competitions on social media, we have built a strong and engaging following.
E-newsletters are always to be popular with camping consumers, particularly when they feature special offers at member parks or provide the opportunity to enter a prize draw for Caravan Show tickets or a break at a Best of British park.
The SEO campaigns continue to deliver strong results in a competitive marketplace. By focusing on a selection of high-trafficed keywords and optimising landing pages, the campaign has pushed the Best of British website into higher rankings, which will continue to increase website traffic over time. The site now ranks highly for searches such as caravan sites, holiday parks and adult only campsites.
Key Project Facts
- Full suite of Digital Marketing – Content writing, SEO, monthly e-shots and social media management
- Top Search Results – Increased search visibility for holiday park related terms
- Targeted Digital Campaigns – Focus on specific holiday park and camping audiences
We’re delighted with the work that Key Digital do for us – we certainly couldn’t have done it without their expertise.Jeanette Wilson MBE, Best of British Holiday Parks