Adagio Holidays

Background

Having seen sales plateau since its launch 3 years ago, Adagio Holidays (gentle walking holidays and sister brand of Ramblers Walking Holidays) employed a creative refresh in order to generate additional brand awareness and increase sales. December 19 was charged with ensuring that this creative was widely seen and understood by their target audience.

Objective

Generate 100% increase in site traffic

Achieve a specified increase in PAX from all activity

Target

ABC1 45+ adults with a keen interest in a more cultural style of travel.

Solution

Having seen strong conversions from past activity, we recommended to continue partnerships with Telegraph and Guardian, capitalising on the lower capital costs of national press weekend supplements to reach large numbers, with larger full page formats and online display.  Repertoire of supplements also expanded to reflect the need to reach the culturally-minded, including Times Magazine and Observer Food Monthly, as well as Stella (Sunday Telegraph) and Guardian Weekend Magazine.

Results

Website page views increased by 203% year on year (96k v 294k)

Users increased by 70% of which 70% were New Users

Bounce rate decreased to 20% from previous years 43% (over 50% decrease in spite of massive increase in traffic)

Biggest single day of traffic driven by ad funded activity

Exceeded specified PAX target with 4 months of the financial year still to go

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"Dave and the team at December 19 have together been creative, intelligent, reliable and when required, very patient, working alongside myself and colleagues for over a year now. A complex brief is being well met."

Lynn Scrivener   Marketing Director

Adagio Holidays