Dodds of Troon
Back on the Road Campaign – Spring 2021
Dodds of Troon are a long-established coach holiday business, with a leading brand position in the market and a reputation for quality and value. With international travel and cruise holidays losing their appeal for many, the popularity of the ‘staycation’ created an opportunity for Dodds to reach new audiences and boost sales.
Campaign Objectives
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Relaunch the coach holiday service following an easing of lock-down restrictions
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Reassure existing and potential customers that coach holidays offer a safe, enjoyable alternative to international travel or a cruise holiday
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Increase the volume of online sales (shift away from traditional telephone sales)
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Inform and support partners in travel agencies and booking sites
After establishing a clear understanding of Dodds’s business needs, their brand, current market position and target audiences we developed a Marketing Strategy to include a mix of Digital Advertising, Social Media Management, Radio and Graphic Design.
Following a website audit, we made a number of changes to improve the customer journey, from enquiry through to booking. We then got to work on driving good quality traffic from our target audiences. Digital ads were focused on search, social media, and remarketing display ads. Our search Ads included targeting those searching for a competitor who had recently ceased trading. We proactively managed all social media channels with a focus on Facebook for an 8-week period, connecting with their loyal customer base, and new potential customers.
Given the age profile of the target audience the digital activity was supported by more traditional advertising including a local radio campaign, trade ads and editorial in local papers.
We also supplied all travel agent partners with a sales pack, including brochures, window posters social media graphics and social media support.
The campaign ran from May to June and all holidays for the June to September period were sold out. Online sales and resultant bookings from the Trade Ads targets were also met.
‘Great experience working with Stride over the last few months. Excellent service in every way!’ Heather Knox Manager Dodds of Troon
