After meeting with the team at Hensol Castle, and having a tour of the facilities (it truly is breathtaking!), we worked closely with the Digital Marketing Manager and Group Marketing Director to determine what the campaign focus would be, which offerings would be promoted, and how to introduce the recently opened distillery as part of the plan. Furthermore, we considered aspects such as target audience, competitors, landing pages, seasonality, and calls to action (CTAs).
The campaign targets a number of the resort’s key offerings, including:
- Weddings
- Event hire
- Gin tours
- Gin-making experiences.
As a result, we understood that the campaign would be continuously evolving depending on the season and any key events or dates. For example, the data clearly showed the popular months of the year for couples to book wedding venues, yet it was also important to support any offline marketing activity that took place (e.g. wedding fairs).
To ensure that the team can see and understand what the advertising is doing for them in relation to their targets and aims, we created a live dashboard so that reports were only a click away, as well as taking part in regular meetings with the client.
