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IoT in Marketing: Haven's Brand Partnership Strategy
Technology Category
- Sensors - Air Pollution Sensors
- Sensors - Environmental Sensors
Applicable Functions
- Sales & Marketing
The 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 The 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.
The 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.
Operational Impact
Quantitative Benefit
