The Plan My Family Holiday community was developed to deliver sales leads to the Pierre & Vacances Center Parcs holiday group (Center Parcs Europe, Pierre & Vacances and Sunparks). This was achieved by developing a resource of content for UK families looking to holiday abroad. It focused on sharing knowledge, information and expertise that was useful and relevant for holiday planners.
Stefan Thurau, Business Development Director at PlanMyFamilyHoliday.com:
“The majority of people in the UK say that holidays are one of the most important items on the annual budget list – this community was developed to help them make the right decision. The Plan My Family Holiday campaign was developed by Liberate Media with expert content partners in the travel and family sectors to give holiday planners the most timely, relevant and useful information day by day.”
Objectives: The five main objectives for the Plan My Family Holiday Content community were:
Plan My Family Holiday is the essential community for British holiday makers that want useful information about family holidays and short breaks outside of the UK from professionals working in the field and directly from community members who have knowledge, experiences and tips to share.
Developed as a project linked to the Center Parcs communications campaign, Plan My Family Holiday’s primary role was to raise awareness and deliver leads to the group’s web properties.
Launched in 2013, the PlanMyFamilyHoliday.com community has succeeded in helping British holiday makers to consider Pierre & Vacances Center Parcs holiday group breaks outside of the UK. Plan My Family Holiday has also developed business opportunities that continue to deliver and was established as a resource to help the community understand and build knowledge of the best in holidays.
Holiday competitions: A strong element of the campaign has been the conception, creation, delivery and management of holiday competitions to drive interest in Pierre & Vacances Center Parcs group holidays and bind customers closer to the three main group brands.
The website was launched with a “Win a Free Holiday” competition, which attracted more than 1500 entries in four weeks, providing a fresh source of holiday planner contacts as all participants agreed to the use of emails in promotional material engagement.
The website has also run monthly competitions under the brand “Holiday Blogger”. This asks winners to agree to write one blog post after they return home from their free trip.
In both cases, the development team ensured that the entry process was simple and in-line with the ASA’s Cap code, which helped to attract a great number of entrants.
Animation video: The team scripted, directed, delivered and promoted a Plan My Family Holiday animation video ahead of the website launch.
This asset introduced the Plan My Family Holiday concept and was targeted at both potential holiday customers as well as influencers in the sector. It was shared widely on social media channels, forming a key part of the launch campaign. It continues to act as a strong point of reference in social discussions and with media targets.
Social media support
The Twitter, Facebook, Linkedin and YouTube campaigns were developed as conversation and engagement channel, and updated daily with the following objectives:
The Plan My Family Holiday campaign delivered a quality stream of leads to the Pierre & Vacances Center Parcs group websites, which was made possible by the offline and online engagement, particularly via the various social media campaigns. By listening to the holiday sector community and engaging directly, Plan My Family Holiday has projected a knowledgeable persona and secured motivated advocates who have in-turn recommend the campaign and helped to build the success to date.