Campaign: It Pays to Let
PR team: Ash Communications and holidaylettings.co.uk
Timescale: January 2008-January 2009
Holidaylettings.co.uk wanted a year-long campaign to increase its profile and highlight the benefits of letting a holiday home.
- To boost awareness of holiday homes
- To outline the benefits of a holiday home
- To increase web traffic.
Strategy and plan
Ash Communications and holidaylettings.co.uk came up with a strategy called 'It Pays to Let'. A media seminar was set up during which the findings of a survey of more than 3,000 holidaymakers were revealed. An 'I love travelling' Facebook group was created to engage a younger demographic in discussions about travel, and competitions and press trips were offered to the media.
Measurement and evaluation
Editorial coverage more than doubled compared with 2007. The Facebook group has 434 members. Searches for holidaylettings.co.uk rose by 60 per cent through 2008.
Market share rose from 20 per cent in 2007 to 26 per cent in 2008. Holidaylettings.co.uk increased the number of properties on its books by 47 per cent and booking enquiries grew by 49 per cent. Turnover increased by 92 per cent.