Cofton Holidays are one of the South West’s largest holiday destinations, set in 80 acres of stunning rolling Devon countryside, just a stone’s throw away from the Jurassic Coast. AB were appointed to evolve their business and marketing strategy in mid 2016.
To reposition a successful forty year old family business that has grown considerably over the last few years, attracting families from across the UK and internationally to stay within their glorious corner of Devon. The brand had not changed for over 15 years and their approach to marketing needed to be driven by experiences to showcase their incredible facilities and business ambitions.
It was time to evolve Cofton Holidays and position them firmly as a leading holiday destination that can be enjoyed all year round. Linking in with the current trend of staycations, there wasn’t a better time to be proud of all things Devon and showcase their stunning location through new photography. AB have worked across Cofton’s entire business strategy, beginning with a brand evolution that reinvigorated their messaging and tone of voice to focus on experiences and build a recognisable personality, through to designing and building a brand new website and integrating a booking system that has transformed the digital customer experience. This has been supported by a paid and organic search, social media and content strategy as well as triggered emails to provoke engagement.
The brand, new website and Digital Marketing strategy have encouraged an uplift in online bookings, brand engagement and awareness already. Using analytical and social listening tools we have been able to identify how well the brand is being perceived and discussions around it. We have also continued to improve the website user experience through session recording technology and heatmaps to optimise the user journey.