Interviews, insight & analysis on digital media & marketing

Center Parcs delivers 1000% ROI with customer activation campaign

Center Parcs has achieved in excess of 1000 per cent Return On Investment (ROI) with a digital transformation activation campaign delivered by creative digital marketing agency Happy Horizon through marketing automation platform Deployteq.

The campaign aimed to increase subscriptions to Center Parcs’ newsletter amongst new customers through a highly interactive ‘digital scratch card’, distributed via social advertising, which would drive customers to campaign landing pages created within Deployteq.

Interactions on these pages would ultimately enrich guest data, enabling the brand to display targeted pricing to boost bookings.

Amid new European-wide cookie laws that regulate the use of cookies to ensure businesses give transparency over third-party data collection, Deployteq’s campaign also helped Centre Parcs collect first party data for their marketing and engagement efforts.

Deployteq’s highly intuitive interface enabled Happy Horizon to quickly build a streamlined, end-to-end customer journey that prioritised personalisation at every stage, resulting in 40k+ new subscriptions to the newsletter.

Krystie van Delft, Campaign Strategist at Happy Horizon, said, “You can see all the elements and steps exactly as they appear in the campaign. That is why we think Deployteq is a great marketing automation platform to work with for our customers.”

Through intelligent data segmentation within Deployteq, Happy Horizon were then able to retarget these customers with bespoke Center Parcs offers, delivering 236 new bookings and an ROI of 1000 per cent – far above the initial campaign objective of 300 per cent.

Pauline Buil, Marketing Director at Deployteq, said, “It’s critical that brands working in tourism and other sectors are able to deliver the kind of personalised marketing that resonates with customers, driving ROI and delivering a meaningful competitive advantage in a crowded marketplace. It is also important for businesses to adapt their data collection processes to first party data to ensure they remain compliant while continuing to offer highly personalised content to their customers.

“Practical solutions, such as our own Deployteq marketing automation platform, enable marketers to self-serve complex campaign journeys at pace and deliver a fully connected, engaging experience for customers.”