Lancelin Beach Breaks.
Situation: A tired brand and outdated systems meant Lancelin Beach Breaks was struggling to compete with Airbnb and Stayz.
Solution: A whole-of-business brand, marketing, social and technology strategy that halved admin, raised brand awareness, transformed engagement and generated a sustained increase in traffic, leads and bookings via a new website and backend.
Brand Creation
Website Development
Marketing Strategy
Email Marketing
Social Media Management
Customer Journey & Experience
Taking on Airbnb.
Airbnb has changed everything for traditional short-stay accommodation providers. Now, holidaymakers instantly think ‘Airbnb’ when it’s time to book a holiday home. Local agencies struggle to get a look in.
This was the challenge we faced when Lancelin Beach Breaks engaged us to up their social game. Except, once we got on board, it became clear that a social strategy alone wouldn’t solve the problem.
The website was causing a lot of pain. It wasn’t user-friendly for customers or staff. But there was a more fundamental problem – a mismatch between what we were portraying and promising online and the customer journey.
“The issues went beyond marketing. Customers were disengaged or, worse, frustrated. Staff were drowning in admin.
We had to rethink the business’s very traditional approach to everything: brand management, systems, processes, automation, the works.”
Aimee Francis
Brand evolution, social inspiration, customer connection.
Sometimes a brand refresh is required to reignite the passion and energy in a business. A fresh start. And this is exactly what we did for Lancelin Beach Breaks.
Modern typography. New colour treatments. A new tone of voice. And a new mascot – the chill and cheeky Lil Lano, based on the existing logo but literally giving the brand a whole new laidback yet playful character.
The result of this evolution to a more inspirational, aspirational brand is most obvious on social, where we basically started from scratch. That said, we took care to bring existing customers with us. We created a database and strategy for engaging with loyal customers. The result: an instant online community of brand advocates.
Key objectives:
- Develop a new brand personality
- Lift brand morale
- Connect with our audience via social
- Improve the customer journey
- Nurture the community
Getting Lancelin Beach Breaks’ digital home in order.
The website was another key building block for the rejuvenated brand. We designed and built the new site on a user-friendly CMS platform, with a booking system that feeds out to third-party booking portals, so customers can see up-to-date availability, book and pay online.
The website’s backend accommodation portal provides the team with clear visibility over bookings and makes managing bookings and payments simple, halving the team’s admin.
And now that the site is optimised for search (SEO) and has an active blog, Lancelin Beach Breaks ranks extremely well. This has generated more booking leads and brand awareness and has even helped expand the business’s portfolio of homes.
Key objectives:
- Design and develop a user-friendly website
- Integrate booking management
- Increase reach and SEO rankings
- Increase traffic to conversions
It all adds up to greater reach, awareness and confidence, with more bookings and a vastly improved customer journey and experience.
The outcomes
Positive experience
By automating key actions and communication, we’ve ensured guests are kept up to date while reducing admin.
Digital foundations
The new website is user-friendly and optimised, with fresh content and a CMS that makes it easy to manage.
SEO rankings
Lancelin Beach Breaks ranks just below the likes of Airbnb but above local competitors, which generates high-quality traffic.
Brand awareness
The business has increased its holiday home portfolio by 30% thanks to a consistent, compelling brand and online presence.
Find out how we’ll support and empower you.
Tell us a bit about your business, your goals and the challenges you face. We’ll get back to you and explain how we’ll free up your time, build your brand and extract greater value from your marketing and digital budget.