Atlantic Reach
Brief
Idenna has been working with Atlantic Reach for the best part of a decade, developing a range of campaigns over the seasons to attract people to their modern Leisure Club, colourful self-catering holiday cottages and well equipped campsite. It’s a dream client to have, as there is so much great stuff to rave about.
It’s not in our I-DNA to churn out the same campaigns year after year, so this season we took a fresh approach, positioning Atlantic Reach in the centre of its own Cornish ecosystem and cementing its place as the crucial ingredient in an outstanding family holiday.
The controlling idea of the Atlantic Reach campaign is ‘For Families Who Love Cornwall’, and focuses on encouraging guests to get outside and experience Cornwall – it’s all within reach from this prime location! Atlantic Reach provides its guests with easy access to many of the best attractions and most stunning beaches in Cornwall.
Our brief was to create momentum around the activities and experiences that guests of Atlantic Reach can enjoy, both on the resort and within a 30 minute drive, and deliver the information across multiple digital channels.
The Plot
Creative Director James and Campaign Lead Terri, came up with the idea to focus on 4 key locations, Padstow, Bodmin, Charlestown and Newquay, by creating in-depth holiday itineraries for Atlantic Reach’s guests to experience.
Our Copywriter and Account Manager Rebecca then researched these towns, condensing the information into 4 longform blogs, chock full of activities, and useful, digestible travel tips. The featured activities covered the full spectrum from free to spenny, simple pleasures to once in a lifetime, and ideal for little ones right up to teenage and adult adventures. Rebecca then adapted this web content for organic social posts, paid ads, and monthly newsletters.
Kate, our incredibly talented Graphic Designer, developed a fun and eye-catching visual identity for the campaign that focused around polaroid pictures. A playful nod to the nostalgic concept of making memories that will last a lifetime!
Sam, our Editor made a campaign video that was fun, engaging and acted as a showreel for the holiday itineraries. It certainly made us want to go on holiday!
Isaac, our google and meta guru, created a visually engaging and carefully targeted paid advertising campaign to expand Atlantic Reach’s audience and get more eyes on the amazing artwork and blogs.
The campaign had four phases:
1. The launch of four holiday itinerary blogs – Newquay, Bodmin, Padstow and Charlestown – and an accompanying organic social media and a paid advertising campaign around each.
2. An influencer family visit to Atlantic Reach, testing out the itineraries and documenting their experience on social media.
3. The Atlantic Reach influencer post-trip round up, including a blog, social media and paid advertising campaign to showcase their experience.
4. Encouraging holiday guests to try out the itineraries for themselves building on the strap line of ‘My Atlantic Memories’.
What happened next?
The campaign provided Atlantic Reach’s communications with an adventurous, exciting and family-focused energy. Bringing the family experience to the forefront of the conversation, and showcasing the range of world class activities Cornwall has to offer.
The influencer visit was a huge success, with Anna Miller of Twins and Travels bringing her family to Atlantic Reach and throwing themselves into an incredible itinerary of activities in the local area. Anna is an outdoorsy super mum who not only does heaps of activities with her kids, but also leads female hiking trips in the UK and overseas. Anna stayed at Atlantic Reach over May half term with her husband Tristan, her eight year old twin daughters Poppy and Tabitha and her five year old daughter Matilda.
It was quite a mixed week weather wise, but that didn’t hold Anna and her adventurous family back – with the right outdoor gear and a positive attitude, the weather really doesn’t matter too much! Cornwall is the land of outdoor experiences, and if you get stuck into the right activities, a little rain won’t dampen your family fun. The outputs were of high quality, with incredible stories and posts being shared across Anna’s Instagram (30k followers) and Facebook (12k followers) platforms and bringing new followers to Atlantic Reach.
In the post-trip round up a blog, newsletter, organic social media and paid advertising campaign was launched featuring the influencer content. You can read the full blog of Anna’s trip here.
Business is booming at Atlantic Reach this season, and the reviews coming in are fantastic and activity focused! It’s not all down to this campaign, nothing is ever that cut and dry, but in the words of the client “it is a great sign that things are working well across the board”. As the summer holidays edge closer it’s now time to hand the baton over to the great British public, to get outside, get adventurous and start making some ‘My Atlantic Memories’ of their own!
The controlling idea, and the messaging of the campaign are resonating well, attracting families to stay at Atlantic Reach and have the best of Cornwall at their fingertips. The north and south coasts are both within striking distance, and you’ll be spoilt for choice for family days-out – if you want it all within reach, then choose Atlantic Reach!
Photos by Anna Miller of Twins and Travels in collaboration with Atlantic Reach.
