Case Study: Carbis Bay Holidays
Carbis Bay Holidays has been providing luxury four and five-star self catering holidays in the St Ives area of West Cornwall since 2000.
The company handpicks only the finest holiday homes and is the the only local letting agent in the St Ives area of Cornwall, whose portfolio is 100% quality assessed through VisitEngland..
Their properties boast panoramic sea views, apartments perched on cliff tops and overlooking the beach, fabulous outdoor spaces and the very best, meticulously designed interiors, with all the latest gadgetry as standard.
For the second year running, Carbis Bay Holidays engaged Minchin & Grimshaw to develop and run their pre-season Facebook advertising campaign.
Running from Boxing Day through to the end of January the campaign needed to engage with a range of new and existing audience groups as they begin the process of researching and booking their holidays for the 2016 holiday season.
With high levels of returning, repeat business every year, Carbis Bay Holidays required a campaign that would extend beyond traditional customer groups, targeting new, national audiences, building the reach and exposure of the brand, and driving new bookings.
Our creative and media planning teams developed a series of adverts picking up on some of the key reasons visitors would chose Carbis Bay and St. Ives as their destination, and linked those to desirable audience profiles available through the Facebook Advertising system.
All holiday destinations have their own, unique character and the St. Ives area is certainly no exception. In order to appeal to the people most likely to book a holiday in Carbis Bay, the creative had to capture the essence of what makes Carbis Bay Holidays iconic.
In terms of building audiences, the team had to look at the wider media picture as well as identifying behaviours and interests that would act as markers for people most likely to convert.
In total 8 Separate ads ran across 6 different campaigns. Campaigns were run on both Facebook and Instagram, with each audience segment split into its own advert set for detailed reporting and analysis of performance.
The campaigns reached more than 150,000 unique individuals over the 36 days of advertising, with each individual seeing an average of 2 ads during that time, resulting in more than 300,000 ad displays (impressions).
The campaigns drove more than 5,000 website clicks at an average cost of just £0.16. Click through rates (CTRs) across all campaigns averaged out at 1.64%; however, a number of audience segments performed at over 4%.
Through Facebook Conversion Tracking, which only reports direct bookings made within a specified time period after viewing or clicking on ad advert, we were able to identify 21 confirmed bookings each with an average order value of £1,000, offering a more than 1300% return on investment.
Perhaps most interestingly, a property featured in the ad campaign has already received 47% more bookings than the previous year, with all of the bookings received to date from new, rather than returning customers.
“We have been really pleased with the results from both the 2015 and early 2016 campaigns. Minchin & Grimshaw have been really helpful and reacted quickly to our requests for campaigns. The analysis, research and reporting provided by Aren and his team has been second to none, throughout the campaign and as a tool for showcasing return on investment.”
“Facebook and social media campaigns are becoming an integral part of our digital strategy and I am looking forward to working with the team over the year and beyond.”
Jessica Colliver, Marketing Manager, Carbis Bay Holidays