Portfolio

Bourne Leisure

Gold Rush Marketing Campaign

Everybody loves a good deal, but how do you convey a bargain without cheapening a brand which ultimately needs to drive a very high number of sales within a very short period of time? Get the Halo team involved, that’s how.

Bourne Leisure planned on investing literally millions of pounds into their Holiday Homes, but to do that they needed space by getting rid of all of their existing ones in a very short amount of time by greatly reducing the price of them. This was a once in a lifetime offer for people to save an absolute fortune on owning their own Holiday Home but Bourne Leisure needed to ensure that they were all sold quickly to move on with their next phase of construction in order to revamp their company image.

Traditionally their marketing had focussed on the lifestyle element so Halo was drafted to come up with a completely different scheme that had an underlying message of hard selling but crucially without cheapening their brand’s reputation that they’d built up over the years.

We realised that by drawing the public’s attention to owning a piece of the Bourne Leisure pie and getting them to focus on what was a once in a lifetime opportunity, we neatly avoided stating the obvious fact that the Holiday Homes HAD to be sold and quickly.

With director Andrew Sheerin’s knack for packing out a punchline the ‘Gold Rush’ concept was born and an intense marketing plan drawn up. Halo then created visuals covering a vast nationwide attack on the media from high profile campaigns for the dailies, and then adapting it for mail outs, web presence, posters, leaflets and direct marketing.

With the campaign complete, they successfully revamped their Parks and we went back to creating lifestyle visuals for their marketing. But we always remember this particular job at Halo because it really exemplified that with good design and a tactical marketing strategy extraordinary results can be achieved.