Aspen Holiday Parks
Getting online more to get customers outdoors
Background
Aspen Holiday Parks offer affordable holiday and accommodation around Australia. With new park acquisitions and existing parks facing a quiet time outside school holiday bookings, Aspen needed a campaign to incentivise holiday makers.
Strategy
The holiday market is full of incentives during down times, usually offering a buy 2 nights, get one free. To differentiate Apsen Holiday Parks, a 20% off campaign was promoted, which featured the savings per night to show the $ value. In addition we tapped into a fundamental truth – Australians don’t get outdoors enough anymore and children spend too much time on screens. The campaign took a ‘healthy approach’ encouraging people to get outdoors and experience Australia’s great attractions.
Solution
The campaign encouraged people to ‘Get outdoors and do more’ rather than a straight discount message. With Aspen Holiday Parks all being on the doorstep of great attractions, holiday seekers were tempted with doing more sightseeing, fishing, family fun, bush walks, swimming and much more.
