Also seen in the NewDigitalAge.
For more than 50 years, Center Parcs has been the place to make new memories with your loved ones. Center Parcs wanted to grow its database with newsletter subscriptions in order to generate more bookings.
The campaign
With their latest campaign, Center Parcs achieved in excess of 1000 per cent Return On Investment (ROI) with a digital transformation activation campaign delivered by our partner, creative digital marketing agency Happy Horizon through our marketing automation platform Deployteq.
Travel & Leisure brands often hold guest information across multiple systems — booking engines, CRM, loyalty, apps and analytics — which rarely connect cleanly. The result is incomplete profiles and generic comms. Deployteq’s approach for Center Parcs focused on capturing permissioned first-party data, enriching it in real time and unifying profiles so that personalised journeys could be activated quickly.
The campaign aimed to increase subscriptions to Center Parcs’ newsletter amongst new customers through a highly interactive ‘digital scratch card’, distributed via social advertising, which would drive customers to campaign landing pages created within Deployteq.
How it worked:
After scratching, Happy Horizon could immediately enrich the guest data for Center Parcs and then show the price. The ‘always price’ price results in more than 236 new bookings at Center Parcs, which means that the campaign has delivered 10 times as much as it cost!
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Capture: The interactive scratch-card (via paid social) drove visitors to Deployteq landing pages to collect consented data at source.
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Enrich: On scratch/submit, Happy Horizon enriched guest data and surfaced the “always price” to move prospects forward.
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Unify: Profiles flowed into Deployteq to build a single customer view, ready for segmentation and journeys.
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Activate: Teams used Deployteq to retarget with bespoke Center Parcs offers — the final step that converts unified data into bookings.
Results:
Amid new European-wide cookie laws that regulate the use of cookies to ensure businesses give transparency over third-party data collection, Deployteq’s campaign also helped Centre Parcs collect first party data for their marketing and engagement efforts.
Deployteq’s highly intuitive interface enabled Happy Horizon to quickly build a streamlined, end-to-end customer journey that prioritised personalisation at every stage, resulting in 40k+ new subscriptions to the newsletter.
Krystie van Delft, Campaign Strategist at Happy Horizon, said, “You can see all the elements and steps exactly as they appear in the campaign. That is why we think Deployteq is a great marketing automation platform to work with for our customers.”
Through intelligent data segmentation within Deployteq, Happy Horizon were then able to retarget these customers with bespoke Center Parcs offers, delivering 236 new bookings and an ROI of 1000 per cent – far above the initial campaign objective of 300 per cent.
1,000%
Increase in ROI
236
Extra bookings for Center Parcs
44,386
Campaign participants
