Covid-19 forced the business to close as we entered peak trading. Getting 2020 back on track the challenge was going to be getting Parkdean Resorts front of mind and giving them an authoritative position in the minds of customers.
2020 planning initially focused on direct response channels. Waiting for these to reignite would drop us behind competitors when demand returned, new branding channels and new creative concepts were needed.
To take advantage of a quiet market, reduced costs of entry and a captive audience we needed to move quickly. We had 2 months to go from initial ideas to launch.
We decided on a TV & Sponsorship approach to launch the new brand proposition. Amplified by Radio & Press, underpinned by an aggressive approach to digital including VOD, Paid Social, HPTO, Sponsored Forums discussions and PPC. We launched around 4 guiding principles: Audience, Awareness, Authority & Attainability.
Domestic holidays were presented with an opportunity to grow and outsell foreign travel, we were going to be at the very front of that charge.
Jonathan Alcock / Marketing Director
It has come to our knowledge that fraudulent messages are in circulation by third parties representing themselves as iProspect employees or agents. These are often linked, but not limited to, subscriptions to social media channels in exchange for monetary returns, jobs in iProspect or similar matters offering monetary returns. iProspect India has an active case with local law enforcement authorities and are reporting all new cases that are bought to our attention.
Please be aware and be safe. None of the entities, brands or employees of iProspect or dentsu pay people for writing reviews, subscribing or liking to channels on any digital platforms nor for introductions or jobs in iProspect. You may report any fraudulent incidents by writing to us at Connect.India@dentsu.com. Any transactions are at your own risk. Dentsu will not be liable for any loss or damages.
Get ahead of your year end and forecasting conversations. In the swiftly evolving world of media, maintaining a competitive edge is paramount, and dentsu's 2024 media trends report equips you for what lies ahead. For 14 years, dentsu's annual media trends report has been the industry's most sought-after trend forecast. Download the report now to prepare yourself for the future.
Download your copy today