Discovery Holiday Parks

Discovery_Parks

Discovery Holiday Parks

Objectives

Discovery Parks looked to Social Soup to spread the word that they are the destination where magical family moments happen. We were tasked to encourage people to take action to create memorable times with their families and friends. We needed to encourage stays through awareness, positive experiences and the idea of the joy of ‘living’ not ‘existing’.

Our approach

Social Soup engaged two tiers of influencers to create a content and video series to bring the Discovery Parks communications idea ‘Moments that Matter’ to life. Social Influencers were recruited to experience a Discovery Park for themselves, and to create powerful user-generated content that personified moments that mattered to them. Each influencer co-created content including reviews, testimonials and photos that were shared across all owned, earned and paid assets and their influence created inspiration for others to book their own Discovery Park holiday. We also ran a bespoke, social competition to leverage the enthusiasm and seasonal desire for a family holiday.

870

Influencers

1,961

Pieces of UGC

+2.2M

Unique reach

9,692

Engagements

4.8%

Engagement rate

1,270

Pieces of UGC

Results

2,248 Direct conversations with friends and family about Discovery Holiday Parks. Tracking 12% additional bookings from direct conversations from those involved in the campaign, Social Soup reported that 90% of influencers would attend a Discovery Holiday Parks again.

"The park was well manicured  the service was very friendly and the room was fantastic. Modern, stylish and affordable - it's a great combination!!"
(Coogee Beach)

"The Byron Bay park was great  had a real community feel within the park and was such a friendly atmosphere. The parks activities were awesome fun, the pedal go carts and water park are something from my childhood holiday dreams! Great fun for a casual vacation!"
(Byron Bay)

"Discovery Holiday Parks are great for families, with amazing locations. The facilities are always improving which is great to see. Expectations of Parks are now very high."
(Gerroa)