Client: Visit Norway

Project: Visit Norway Campaign

Channel: Display

Challenge

A holiday in Norway remains low on most people’s consideration list compared to the more commonly visited destinations in Europe. Our task was to create awareness of Norway as an exciting holiday option through digital media.

Strategy

Landscape, our bespoke audience analysis tool, identified that when people are considering their holidays they go to trusted online media environments to investigate destinations in more depth.

Our strategy was to distract people when they are researching other European destinations in popular online travel environments and introduce Norway as an interesting alternative.

Solution

Using ABTA data on UK tourist visitors to Scandinavia, we established a target audience of 30-40 year olds who travel frequently on holidays and breaks out of the UK. Landscape revealed this group to be discerning users of online; very comfortable researching extensively when looking for travel destinations. The advertorial route presented an opportunity to become part of that research process, and by using trusted online media like the Telegraph.co.uk and Independent.co.uk, the content would earn more endorsement from readers than pushing standard online advertising formats.

The campaign focused on different areas of Norway on each site with stunning photography to bring the areas to life.

Performance

The campaign has played an important role in helping put Norway higher up the consideration list of travellers from the UK. The campaign drove a 30% uplift in site traffic directly from the advertorials and achieved click-through rates of over 1% to reflect the high levels of interest in the content amongst the target audience.

Campaign Creative

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Client: Haven Holidays

Project: Time Together

Channel: Display

Challenge

Cut through the crowded online travel market-place and put Haven Holidays on top of the consideration list for our target audience of NetMums.

Strategy

Time with the family is the overriding consideration for housewives when it comes to choosing a holiday. They are not overly sophisticated in their use of digital media and when they go online to research holidays, are often faced with so many options it becomes highly confusing.

Our strategy was to create clearly sign-posted content across key online portals to give the researching housewife useful and engaging editorial about holidaying with the family at Haven Parks in the UK.

Solution

To provide a fully integrated solution, meetings were organised between the client and key members of the relevant sites’ editorial teams. Based on these meetings, strategies for each site were established to provide regular editorial on family holidays and locations around the UK with references to Haven where applicable.

The client then worked to supply the sites with weekly updates and regular PR articles in order to provide relevant content of the sites’ users. Moving into the summer, many of the sites built additional features such as diaries for the Summer Holidays and Weather Feeds sponsored by Haven.

Performance

Haven’s online sales targets for the year to (Oct 31st) were hit by the end of the first week in August. To date, online results have shown a 23% increase YoY with over £40 million revenue delivered to date. This is versus a 5% increase in revenue across the business as a whole.

In July, 8 of Haven’s key partnerships were driving a minimum of 1 booking per day and 43% of traffic from the term ‘British Holidays’ in Peak went to the Haven site

Campaign Creative

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The internet has evolved into an entertainment platform as well as a place to research and transact online.