Park Holidays UK

Each year our media team profile and analyse the data from new owners that have bought a holiday home during the previous 12 months. Using Mosaic, we segment individuals and households based on their demographic, behaviours and lifestyle characteristics so we can gain a deeper understanding of who Park Holidays UK customers are. This information allows us to plan who, where and when to target future marketing and to engage more effectively through targeted communications, and location-based prioritisation.

By truly understanding the lifestyles of the target customers we not only know where and how to reach them, we also know what messages to use in order to generate a response. Some may be attracted by a sale or reduced price offer, others may be more likely to respond to other headlines such as “Open 24 hours”, “Free delivery”, "Dog friendly” or “Family friendly”. By fully understanding the lives of the target customers we know what is most important to them.

One of the most effective and recommended off line channels to reach potential customers in their homes is Royal Mail leaflet distribution. Using the information gained from the profiling, we are able to identify other locations that have a high population of a similar profile of people. This information can be refined to postcode sub sector level and using Royal Mail we can deliver an effective and targeted piece directly to the homes of potential holiday home buyers.

The leaflets are designed and printed by our in-house team. The printed pieces have trackable telephone numbers and QR codes to monitor engagement levels. Across the summer of 2023 The Works has designed, printed and distributed over 4.4 million pieces to targeted households across the UK.

Silver Sands Holiday Park is located right by the beach on the beautiful Moray Firth in Scotland. Promoting this truly amazing location to potential holiday home buyers is one of the key objectives of the marketing strategy for Silver Sands. Taking into consideration the typical age and demographic profile of buyers at the park, television was considered the ideal channel to sell the dream of holiday home ownership.

The Works creative team set to work creating a storyboard and script that would form the basis for the 2 day on location shoot at Lossiemouth. The script was agreed and the theme for the new advert was born, “Discover a place where you can step away from the ordinary and embrace the extra ordinary”.

Ian and the crew arrived at Silver Sands to be welcomed by glorious sunshine and clear blue skies, perfect conditions for filming. The models, all of whom we’d worked with before, arrived early the next day and the filming commenced. The shoot went exactly to plan, not even the weather could spoil it!

The editing of the commercial was completed within a few days of the shoot and the advert made its debut on STV and ITVX during the afternoon showing of Tipping Point.

Take a look at the finished TV advert.