Propellernet wins with Forest Holidays at CIMTIG awards!

Last week we picked up another item for our trophy cabinet; we won best use of Search for Forest Holidays at the Travel Marketing Awards.

Organised by the Chartered Institute of Marketing’s Travel Industry Group (CIMTIG), the awards recognise marketing excellence in the travel industry and so it was an honour to again be awarded best Use of Search for our work with Forest Holidays with Gareth Allen, E-Commerce Manager at Forest Holidays and our own Laura Joint on hand to accept the award.

The campaign was recognised for a content hub concept which we called Forestipedia. The success of this activity was down to understanding customers and putting them at the heart of all activity. Our initial insight identified key personas (couples, families, pet lovers and groups) and we looked at how customers might find the site and how best to serve up content that would make their lives better; encouraging them to book.

We developed Forestipedia to help bring the Forest experience to life and we used a variety of content from different sources and commissioned content from relevant experts, including a series of lifestyle articles written by award-winning journalists and authors. It covers everything customers are looking to experience in the forest, from the histories of each forests and the life of a park ranger, all the way though to downloadable star charts for stargazing.

The content created was then seeded out to relevant websites and influencers to secure links and social shares for the site. By earning the right to be a genuine authority, providing the information that people want and Google needs, we have cut through an increasingly competitive market for UK holidays.

It's the third time in five years that we've won this award and we're already thinking of ways to win again in 2015!

By Stephen Baker

25 March 2014