Selling out four festival dates across England.
Smoked and Uncut is a series of four festivals that run between June and December each year at Lime Wood Hotel and THE PIG Hotels.
We meet with the team weekly and during these meetings, we planned out a multi-channel advertising strategy and plan to help meet their business objectives. Once we had this in place, we worked with their team to execute these campaigns in the run up to the festivals.
We also placed a dedicated digital PR manager, onsite at each festival, working on all of their social media channels. We created a large amount of publicity using customer’s social shares, and our own content relating to the bands and general buzz around the festivals. The knock on effect helped us grow our reach through social media channels and build brand awareness through digital PR.
Firstly, we decided to make use of the valuable customer data held by Homegrown Hotels.
We started by segmenting this data for use in three key digital marketing channels; paid search and display marketing, paid social media on Facebook and Twitter and finally email marketing.
Our next step was to create awareness of the festivals at the top end of the purchase funnel using all three channels.
Once we had created this awareness, we were able to build audiences for both paid search and social for remarketing purposes. We were also able to build 'lookalike' audiences through Facebook to target potential customers, related to past customers of the four hotels, and their festivals.