BIG4 Holiday Parks

Overview

BIG4 Holiday Parks is Australia’s leading holiday park group with 180 parks across the country. They have won several prestigious tourism industry awards for their excellence in camping, caravanning and cabin accommodation.

The Challenge

BIG4 Holiday Parks initially approached Fastrack in 2016 to develop a template for their holiday park websites to ensure consistent branding across all assets.

In early 2017, BIG4 returned to Fastrack and asked for recommendations to secure continued growth in traffic and revenue in an ever-more competitive online space. On top of these core goals, BIG4 Holiday Parks were seeking new content strategies to drive customer acquisition and compete more effectively with OTAs in Google’s organic results.

The Solution

In 2016, Fastrack created two different tiers of template websites which maintained consistent branding, great user experience and high conversion rates.

In 2017, BIG4 Holiday Parks appointed Fastrack Group to spearhead their SEO and conversion rate optimisation (CRO) campaigns. Technical SEO issues were addressed, new content strategies were implemented and CRO experiments were conducted which drove many website improvements.

In June 2017, BIG4 Holiday Parks also appointed Fastrack to manage their Paid Search campaigns. Fastrack reworked BIG4’s AdWords campaigns and launched advanced remarketing strategies.

The Results

SEO Results

Fastrack’s template holiday park websites improved the consistency of the BIG4 brand across their various assets.

On the back of Fastrack’s SEO strategy and BIG4’s content marketing, organic traffic increased 9% and organic revenue increased 15% year on year. Fastrack’s CRO helped to increase booking conversion rates by 3% and the new Paid Search strategies increased Paid Search revenue by 32% year on year.

PPC Results

The strategy for BIG4 Holiday Parks' search engine marketing (SEM) was to implement a 50/50 media spend on 'Brand Term' and 'Non-Brand Term' campaigns with the goal of achieving above 500% ROI.

After Fastrack took over BIG4 Holiday Parks' SEM management, revenue increased by 87% YoY and an ROI of 700% was achieved. Fastrack also implemented a custom remarketing audience strategy which achieved an average of 6% conversion rate (CVR).

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