Liberty Parks Countrywide

A brand refresh for Cornish holiday destination Merryn Heights. This was a great opportunity to help a small brand reposition and step up in a competitive market.

Challenge

LPC needed to increase enquiries and boost sales at Merryn Heights (their holiday park on the North Cornish coast) to begin stage two of their development plan.

With a limited budget we had to work out where best to spend our time and how to create the most value for the brand, especially since the holiday industry in the UK is seasonal.

Refreshing a brand can be a delicate task, to uphold the parts that work alongside new ideas whilst maintaining equity.

Strategy

Gaining a better understanding of the holiday homes industry was paramount and we took on research in key areas:

Competitor research
Competitor online marketing
Competitor offline marketing
Visiting holiday parks
Speaking with local businesses
Speaking with estate agents

Historically online marketing hadn’t been coordinated effectively and a website audit revealed the vital need for a joined-up approach. The audit expossed many usability issues with the original website, especially across devices. To address these problems a new website was proposed, scoped with better funtionality and improved marketing capabilities to help elevate Merryn Heights and the customer experience.

Alongside the digital work we also looked at traditional marketing channels.

Knowing who the market was helped us to understand where to place regional adverts, and even in which publications. We looked at the sports and hobbies that were popular in the Merryn Heights area and approached local businesses with cross-marketing proposals.