Iris Case Studies IoT in Marketing: Haven's Brand Partnership Strategy

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	IoT in Marketing: Haven's Brand Partnership Strategy Iris

IoT in Marketing: Haven's Brand Partnership Strategy

Iris

Technology Category	Sensors - Air Pollution Sensors Sensors - Environmental Sensors
Applicable Functions	Sales & Marketing
Challenge	Haven, a UK-based holiday park operator, was looking to leverage its official partnership with Team GB to increase its brand visibility and customer engagement. The company wanted to highlight its unique selling proposition of offering a refreshing coastal break in the UK. The challenge was to create a marketing strategy that would not only embody the freedom and fun a Haven beach break can offer but also bring to life Haven's sponsorship with Team GB. The company aimed to unify holidays and holiday home ownership under a single brand, thereby enhancing its market positioning. Read More
About Customer	Haven is a leading UK-based holiday park operator. The company offers a range of holiday experiences across 38 locations in the UK. Haven's unique selling proposition is its coastal breaks that offer a breath of fresh air to its customers. The company also provides holiday home ownership opportunities, allowing customers to have their own holiday home at any of its locations. Haven is also an official partner of Team GB, which it leverages to enhance its brand visibility and customer engagement. Read More
Solution	Haven launched a 60-second spot titled 'The Beach Boy' on Boxing Day. The ad showcased a small boy playing on the beach with his dog, imagining himself speeding along the UK shoreline in a horse-drawn chariot. This was designed to symbolize the freedom and fun a Haven beach break can offer. To announce Haven’s official partnership with Team GB, two DRTV ads were created, set in a Haven holiday park. The ads featured unexpected encounters with Team GB’s Tom Daley and Denise Lewis, highlighting the benefits of owning a Haven Holiday Home at any one of its 38 locations across the UK. This marked the first time Haven’s sponsorship with Team GB was brought to life, thereby unifying holidays and holiday home ownership under a single brand. Read More Log in to view content
Contents

Technology Category

Sensors - Air Pollution Sensors

Sensors - Environmental Sensors

Applicable Functions

Sales & Marketing

Challenge

Haven, a UK-based holiday park operator, was looking to leverage its official partnership with Team GB to increase its brand visibility and customer engagement. The company wanted to highlight its unique selling proposition of offering a refreshing coastal break in the UK. The challenge was to create a marketing strategy that would not only embody the freedom and fun a Haven beach break can offer but also bring to life Haven's sponsorship with Team GB. The company aimed to unify holidays and holiday home ownership under a single brand, thereby enhancing its market positioning.

About Customer

Haven is a leading UK-based holiday park operator. The company offers a range of holiday experiences across 38 locations in the UK. Haven's unique selling proposition is its coastal breaks that offer a breath of fresh air to its customers. The company also provides holiday home ownership opportunities, allowing customers to have their own holiday home at any of its locations. Haven is also an official partner of Team GB, which it leverages to enhance its brand visibility and customer engagement.

Solution

Haven launched a 60-second spot titled 'The Beach Boy' on Boxing Day. The ad showcased a small boy playing on the beach with his dog, imagining himself speeding along the UK shoreline in a horse-drawn chariot. This was designed to symbolize the freedom and fun a Haven beach break can offer. To announce Haven’s official partnership with Team GB, two DRTV ads were created, set in a Haven holiday park. The ads featured unexpected encounters with Team GB’s Tom Daley and Denise Lewis, highlighting the benefits of owning a Haven Holiday Home at any one of its 38 locations across the UK. This marked the first time Haven’s sponsorship with Team GB was brought to life, thereby unifying holidays and holiday home ownership under a single brand.

Impact #1	The marketing strategy resulted in a significant increase in brand visibility and customer engagement for Haven. The 'Beach Boy' ad successfully embodied the freedom and fun a Haven beach break can offer, resonating with the target audience. The DRTV ads announcing Haven’s official partnership with Team GB not only brought the sponsorship to life but also highlighted the benefits of owning a Haven Holiday Home. This unified brand strategy helped Haven position itself as a leading provider of refreshing coastal breaks and holiday home ownership opportunities in the UK.

Impact #1

The marketing strategy resulted in a significant increase in brand visibility and customer engagement for Haven. The 'Beach Boy' ad successfully embodied the freedom and fun a Haven beach break can offer, resonating with the target audience. The DRTV ads announcing Haven’s official partnership with Team GB not only brought the sponsorship to life but also highlighted the benefits of owning a Haven Holiday Home. This unified brand strategy helped Haven position itself as a leading provider of refreshing coastal breaks and holiday home ownership opportunities in the UK.

Benefit #1	51% increase in web traffic
Benefit #2	70% increase in family bookings
Benefit #3	55% increase in website bookings

Benefit #1

51% increase in web traffic

Benefit #2

70% increase in family bookings

Benefit #3

55% increase in website bookings

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Overview

IoT in Marketing: Haven's Brand Partnership Strategy

Operational Impact

Quantitative Benefit