We Wanted An Agency That Knows Travel Back to Front

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Project Start


Deliverables:

2017

Create

Website Design

Customer Journey

Booking Flows

UX/UI Design

Branding

Build

Front end

Back end

CMS

Search Modules

Custom Template Website for Parks

Market

SEO Technical

SEO Content

Copywriting

SEM Search

SEM Display

Analyse

Industry Insights

Channel Reports

Ranking Reports

Consultancy

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Overview

The Leading Holiday Park Group in Australia

BIG4 Holiday Parks is Australia’s leading holiday park group with 180 parks across the country. They have won several prestigious tourism industry awards for their excellence in camping, caravanning and cabin accommodation.

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The Challenge

We Required Continued Growth In New Website Vistors

BIG4 Holiday Parks initially approached Fastrack back in 2017 to develop a template for their holiday park websites to ensure consistent branding across all assets. Late in the year BIG4 requested Fastrack to secure continued growth in traffic and revenue in an ever-more competitive online space. On top of these core goals BIG4 were seeking new content strategies to drive customer acquisition and compete more effectively with OTAs in Google’s organic results.

We realised that a complete omni-channel solution with the one agency was the solution.

How we helped

For their website solution, Fastrack created a solution which maintained consistent branding, great user experience and high conversion rates. This included a individual park website template solution.

Fastrack also spearheaded their SEO and conversion rate optimisation (CRO) campaigns for the old website and new, initially addressing their technical SEO issues and subsequently created new content strategies.

Boosting their campaigns was a robust CRO strategy consisting of diverse experiments across all touch points of their website. This drove website conversion to an all time high.

BIG4 Holiday Parks also appointed Fastrack to manage their Paid Search campaigns following this. Fastrack reworked BIG4’s AdWords campaigns and launched new tactical campaigns, advanced remarketing campaigns and retargeting.

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Improving booking pathways

Once the new website was built, digital marketing initiatives kicked off – covering in particular SEO which included the migration of content and previous SEO from BIG4's old website, to the new one. With over 10,000 pages, the task was mammoth but together with the BIG4 marketing team, managed to lose only a very minor ranking and authority on Google.

A large SEM campaign was also initiated to cover any particular search terms not ranking well in organic search. Driving new customers to the new website was key to the overall book direct strategy. The new website quickly showed its value and continually improved its conversion rate (CRO) to stay competitive and usually ahead of the curve.

Once the new website was built digital marketing initiatives kicked off – covering SEO & SEM.

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What BIG4 say

I would unreservedly recommend them to anyone!

“After an extensive search for a digital partner to help drive more direct bookings and move forward the next phase of our digital upgrade, we settled on the Fastrack Digital.

From a pedigree short list, they stood out because of their deep understanding of our sector, married with strong consumer insights, a future focus to our new website build approach and a strong technical and support team to guide us through the huge process.

This coupled with their extensive knowledge of search marketing and direct booking strategy in the travel industry, they used not only the traditional channels, but also industry specific channels such as Sojern, Adara and more, injecting many more new loyal customers into the BIG4 family.

Our faith in their capability has been repaid in spades with them exceeding our expectations and goals across all metrics. I would unreservedly recommend them to anyone contemplating a new digital partner.”

STEVEN WRIGHT
CEO BIG4 Holiday Parks

About BIG4 Holiday Parks

Visit Website

BIG4 is Australia's favourite holiday park network, voted number one for location, experience, cleanliness, and service.

BIG4 Holiday Parks is a marketing cooperative and all parks are franchisees which are individually owned and operated, some by family's and others by corporates such as NRMA Parks & Resorts and Ingenia Holidays.

All BIG4 Holiday Parks are 100% committed to giving you the best holiday experience.

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