To raise national and regional awareness of Alton Water and its facilities, paying particular attention to the park’s campsite so as to drive website traffic and booking conversions via a new online ecommerce platform.
Our team identified PPC advertising and social media advertising as the most effective routes to the market, enabling us to measure the success of our audience targeting campaigns. Analysing the interests and location of the target audience we used key words, geo-targeting and daily monitoring to build and evolve our activity. Social media advertising featured strong imagery that clearly reflected the activities and experiences available at Alton Water Leisure Park, regularly refreshing content to keep our adverts current, adapting it to the seasons and measuring performance week on week to identify insights into what worked that we then used to enhance our service.
The campaign was a great success. Over a five month period, PPC generated 9,180 clicks, 240 conversions and an ROI of 187% against ad spend. On social media, we measured conversions and checking availability, realising a cost per action of £3.11 and directing 840 people to an availability page where a high percentage completed a web booking.