Launching Center Parcs' New Irish Village
Content • Data Analytics • Digital Marketing • Digital Strategy • Digital Transformation • Market Research • Website Development
Leisure • Travel
DAC Group was tasked with spearheading the digital launch of Center Parcs’ new village in Longford Forest, Ireland, marking a significant territorial expansion for the brand.
The Challenge
Center Parcs faced the formidable task of introducing their new Irish village to the market, requiring a robust digital strategy to capitalise on the natural interest and establish the brand within a new audience demographic.
Our Approach
Recognising the urgency due to heightened media interest, DAC Group implemented a multi-faceted digital strategy:
- Domain Establishment: A dedicated Irish domain was created to distinguish the new village from the UK operations, aimed at tailoring the user experience specifically for the Irish market.
- Market Research: In-depth analysis of the Irish digital landscape and consumer behaviour was conducted to tailor the campaign effectively.
- Rapid Website Development: A temporary website was launched to immediately engage with the burgeoning interest, ensuring a quick, cost-effective solution while planning for a more permanent digital presence.
- Strategic Content and Data Capture: The temporary site served dual purposes: to educate visitors about Center Parcs’ offerings and to capture data for ongoing marketing efforts, thereby building a foundation for sustained engagement.
Disciplines
- Digital Strategy
- Web Development
- Content Strategy
- Market Research
- Data Analytics and User Engagement
Results
The digital initiatives introduced by DAC Group delivered impressive results, successfully laying the groundwork for Center Parcs’ new venture:
- Website Traffic: Achieved over 26,000 visits within the first 90 days, with 96% of the traffic originating from Ireland, indicating effective market penetration.
- Social Media Growth: Garnered 4,000+ new followers across social media platforms within three months, significantly boosting the brand’s online presence in Ireland.
Contact us
To learn how Pimento can elevate your brand’s digital strategy and drive successful market entries, contact our team today.
