Darwin Escapes
Digital experiences that drive holiday home sales and bookings
RESULTS
Driving awareness and revenue
29%
increase in holiday booking revenue
32%
increase in holiday booking conversion rate
88%
increase in ownership enquiries
Darwin Escapes
With 26 unique and amazing resorts nationwide, Darwin Escapes is one of the UK’s fastest-growing leisure brands. From rural retreats to beachside escapes, action-packed getaways to laid-back lounging, they have a holiday resort for everyone.
Since 2015 Darwin Escapes has collected a vast range of accolades from Best in Britain to 5-start ratings and regional award titles too.
A Darwin Escapes resort offers the perfect base for families, friends, or couples to explore the local area and they even work in partnership with some great attractions including Chester Zoo, Birmingham Hippodrome and the Royal Shakespeare Company.
CHALLENGE
To become a household name in the UK leisure arena
Each Darwin Escapes resort was known by its individual sub-brand, so we needed to establish the Darwin Escapes name and identity as the “destination” by completely rebranding.
Our first challenge was to get under the skin of the Darwin Escapes brand, to understand who they were and what makes them different. This enabled us to capture the true spirit of Darwin Escapes in everything we created – starting with the mission, vision and Brand Positioning – a crucial step in elevating the brand and making it more well-known to the target audience types.
The second challenge was to understand the key user motivations and journeys. We wanted to create an online experience that was reflective of the customer’s stay – warm and welcoming! One that captured your imagination and made you want to book a Darwin Escape again and again!
SOLUTION
Create an engaging and energetic brand
We created a brand that was full of energy and truly reflected that feeling of excitement you get before a break away. We built upon the idea of everyone looking for their very own Darwin Escape; whether that means short stay or buying their very own home away from home. This concept covered both holiday-makers and potential owners, and was supported by each of the destinations offering something different. Each resort is designed to be the place that brings you a little joy and allows you to get totally lost in the moment.
Imagery and messaging connected with the new positioning to create the idea of Love Your Escape. The photography style was candid and ‘in the moment’ – full of spirit and energy. It feels real and inspires you to get outdoors, explore local areas and make the most of your time away, whether that’s time to relax and unwind or time to enjoy being together.
Darwin Escapes will always be the perfect destination. A chance to unwind, power down or charge up!
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