Atlantic Reach Holiday Village is a family friendly resort on the north Cornish coast. Nestled in a spectacular coastal location, and complete with a restaurant, café, spa, gym, kids club, the award-winning venue is a busy destination for visiting families in the holiday season. However, its facilities are also in demand by the local community all year round. As part of our provision, we wanted to support their direct marketing to make sure it was reaching the wide variety of different users, delivering valuable information for each audience along with relevant offers.
Atlantic Reach’s existing email newsletter was only distributed to one large mailing list. As a result, the newsletter itself was too long, having to cram all the resort’s news, offers and events into one place, which meant that their different audiences weren’t receiving tailored information relevant to them. The newsletter wasn’t regularly scheduled, or up-to-date with the resort’s branding and visual style. Having identified these potential issues, we worked to overhaul the design, content and distribution. Our designers created a style guide, new graphics and gathered an archive of stunning photographs. Our aim? To showcase the different aspects of Atlantic Reach at their best, to the relevant audiences. Our copywriters divided content into four distinct lists that have separate schedules and content tailored to specific customer profiles.
What happened next?
Segmenting the mailing list has streamlined the flow of information to particular sets of customers, meaning that relevant information is reaching its targeted audience more quickly and easily. Atlantic’s core branding is now more prominent and consistent across different channels of communication. We now have a strategy which is effective at providing valuable information in a targeted, clear and compelling way.