The challenge
Camel Creek, a popular attraction in Cornwall, was poised for growth with the addition of five new attractions for the 2024 season.
The competitive landscape, however, in Cornwall, with around 50 attractions vying for attention, made it essential for Camel Creek’s marketing to stand out.
Every marketing effort needed to cut through the noise to capture the attention of potential visitors effectively.
Our strategy
Recognising the need for transformation, we conducted a comprehensive 360-degree marketing review. It was evident that Camel Creek’s marketing strategy required an overhaul. Their website was underutilised, their budget was spread thin across local tourism guides and printed magazines, and a significant portion was devoted to leaflet distribution.
Our approach involved launching a new website with enhanced communication of their offerings, investing in fresh photo and video assets, refining their social media strategy, and reallocating 30% of their budget to digital advertising.
We shifted focus from traditional magazines to online platforms and optimised out-of-home advertising for peak holiday seasons. Additionally, we streamlined leaflet distribution for maximum impact.
Importantly, we recognised that their existing marketing budget was sufficient, especially if we effectively communicated their exciting new attractions.
The results
The launch of the revamped website was strategically timed with the May Half Term, yielding outstanding results. The website emerged as the missing puzzle piece in their marketing strategy, driving their conversion rate from 3% to 8%.
This momentum continued into the main summer holidays, with visitor numbers increasing by 50%. It was a remarkable achievement, all within virtually the same marketing budget.
Camel Creek’s strategic marketing overhaul not only boosted visitor numbers but also maximised the impact of their marketing spend, setting the stage for continued success.
3% to 8%
conversion rate
“Agility has completely transformed how we approach our marketing budget and strategy over the past year, and it’s truly paid off. We’ve reassessed our priorities, reallocated our budget, and put a stronger emphasis on digital advertising. With Agility’s support, we’ve revamped our entire digital presence, both organic and paid, and it’s been the right move. The team at Agility brought a fresh perspective to Camel Creek’s potential, and through collaboration, we’ve accomplished something impressive in this industry.”
Graham Hayes, Camel Creek
