What we were asked for was not only to help strengthen their direct-to-consumer channels
Posted: Sat Jan 18, 2025 8:49 am
But also to promote and reward the loyalty of their guests . They were therefore looking for an effective way to obtain guests' email addresses. Until then, in fact, they had been requested offline, at the time of check-in at the campsite. Instead, to achieve the objectives set, it was essential to increase the database and web traffic (and also its quality).
To do this, we needed to have a clear idea of Marjal's Buyer Personas . On the one hand, we needed to attract retired people from European countries, such as the United Kingdom, who spend the winter months in campsites, and on the austria email list other hand, we needed to focus on (Spanish) families who frequent Marjal resorts in the summer months. Therefore, we had to develop the campaigns based on these specific Buyer Personas.
How did we do it?
Our first step was to develop an Inbound Marketing plan that covered all the phases of the Buyer Journey through the analysis done on the Buyer Personas. Once those were defined, we created Inbound Marketing campaigns to promote direct sales to consumers . An example was the campaign created for the spring - summer 2017 season.
When Marjal expanded its campsite offering and upgraded Guardamar’s amenities, prices increased compared to the previous season. Since its rates were higher than those offered by its competitors and since it operates in a very price-conscious market segment, it was important to find a way to get more bookings made directly on the site, ensuring the customer did not have to spend extra money. We created a campaign that aimed to increase bookings directly on the Marjal website. To do this, we combined the best of online and offline and focused on certain characters (specifically pirates) to pique the interest of children, offering an exclusive deal for those who booked directly with Marjal. When it comes to family holidays, children have a huge influence on the choice of destination. Our creative team created three pirates that were used to create activities for children and to personalise the bungalows or campsites after booking. Once the stay was confirmed, a link was sent that the children could use during the holiday.
To do this, we needed to have a clear idea of Marjal's Buyer Personas . On the one hand, we needed to attract retired people from European countries, such as the United Kingdom, who spend the winter months in campsites, and on the austria email list other hand, we needed to focus on (Spanish) families who frequent Marjal resorts in the summer months. Therefore, we had to develop the campaigns based on these specific Buyer Personas.
How did we do it?
Our first step was to develop an Inbound Marketing plan that covered all the phases of the Buyer Journey through the analysis done on the Buyer Personas. Once those were defined, we created Inbound Marketing campaigns to promote direct sales to consumers . An example was the campaign created for the spring - summer 2017 season.
When Marjal expanded its campsite offering and upgraded Guardamar’s amenities, prices increased compared to the previous season. Since its rates were higher than those offered by its competitors and since it operates in a very price-conscious market segment, it was important to find a way to get more bookings made directly on the site, ensuring the customer did not have to spend extra money. We created a campaign that aimed to increase bookings directly on the Marjal website. To do this, we combined the best of online and offline and focused on certain characters (specifically pirates) to pique the interest of children, offering an exclusive deal for those who booked directly with Marjal. When it comes to family holidays, children have a huge influence on the choice of destination. Our creative team created three pirates that were used to create activities for children and to personalise the bungalows or campsites after booking. Once the stay was confirmed, a link was sent that the children could use during the holiday.