Digital Marketing | Web Design | Social Media
Industry: Tourism & Hospitality
Carlingford Adventure Centre and SkyPark Ireland offer an extensive range of exciting land & water based activities, packages and holiday homes ideal for holidays in Ireland. They provide outdoor pursuits and activity holidays for kids and adults. The ethos of the centre is to offer fun and challenging activities in a safe and friendly environment. SkyPark boasts the largest Aerial Adventure Course in Ireland with more than 30 obstacles and 7 zip wires. Carlingford Adventure Centre engaged with ZOMA back in 2018, looking to increase bookings on both sites and to raise awareness of their offerings.
ZOMA continue to be digital marketing partner for both attractions with 2021 being a very successful year for our advertising strategy, even in midst of lock-downs, no foreign travel and little to no international tourism.
The first step as usual! Develop a strategy. This was conducted for both service offerings. Firstly, Carlingford Adventure's strategy is focused on school trips and tours, corporate trips, team building activities, language school and seasonal events. We targeted a mix of audiences including parents, school teachers and principals, businesses and adventure seeking enthusiasts. Secondly, for SkyPark, we focused on families and youth groups who were looking for short trips and getaways, family day out and outdoor enthusiasts.
With amazing content thanks to their surroundings we used direct visual ads including display, YouTube and social ads to highlight their service offering and raise awareness of the park and centre. We also ran re-targeting visual ads to any existing traffic to the sites. The primary goal was always bookings but awareness was a secondary metric we also kept a close eye on as we know the benefit of it for future bookings. Separate to the visual ads, we also developed a text ad strategy focusing on keywords for specific audiences, which performed really well like family day out, staycations etc. targeted at families within a reasonable driving distance of Carlingford.
All ads were directed to capture pages developed by ZOMA to reduce bounce rate and "site distraction".