Destination Marketing

Absolutely Leisure

Big Cat provide integrated leisure and destination marketing communications for the Absolutely Karting and Absolutely Fitness brands.

Client

Absolutely Leisure provides affordable leisure and entertainment pursuits in the south of the UK, through their Absolutely Karting and Absolutely Fitness offering, whilst also supplying subsidised or free activities to local community groups.

Objective

After winning a competitive pitch process, Big Cat were tasked with planning and implementing multi-channel marketing communications activity, to support the Absolutely Karting and Absolutely Fitness destinations.

The overall campaign objectives for each brand were:

Absolutely Karting

Marketing and Communications

  • Create a more engaged social media community
  • Increase traffic to the website and optimize the existing PPC campaign
  • Refine creative to more accurately reflect the brand positioning
  • Create more engaging email marketing, prompting greater conversion rates

Business

  • Increase awareness and reach revenue targets
  • Drive custom at tracks, focusing on group bookings

 Absolutely Fitness

  • Developer greater understanding of customer and competitor landscape
  • Drive a more engaged social media community
  • Create more engaging email marketing, prompting greater conversion rates
  • Reinforce position as an affordable, friendly and welcoming gym
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Delivery

Initial work for both brands included thorough audience research and competitor landscape analysis, to determine opportunities for Absolutely Karting and Absolutely Fitness in their respective market places. This was followed by in depth audits of existing marketing and communications activity across all channels, to provide benchmark metrics and key learnings to inform our campaign planning.

After the exploration phase, key insights were gathered to ensure recommended channels met with market and audience demands, whilst building on each brands existing platforms. The resulting plan provided an integrated approach across owned, earned and paid media, with Big Cat managing and executing activity across: SEO, PPC, email marketing, social media and content generation. To help showcase the new Bristol site’s facilities and provide engaging content, video production was also undertaken, which captured the thrill of Absolutely Karting and helped to drive website traffic through seeding across social media, paid ads plus the brand YouTube channel and website.

The activity adopted a responsive approach, with monthly reporting provided on each channel. This assessed latest performance and presented recommendations for future months’ activity.

Throughout both brands campaigns, Big Cat provided monthly consultancy on specific offers and pricing. These offers were implemented to help address individual track requirements or capitalise on seasonal events, helping to drive further sales conversions.

In addition to monthly marketing and communications activity, Big Cat undertook a full re-design of the Absolutely Karting website, in line with updated creative and recommendations from the initial audit. The new website provided an improved user experience and interface, which more clearly presented Absolutely Karting’s offering and created a simplified path to conversion, complementing our efforts across SEO and PPC.

Results

Our collaborative and nimble way of working with Absolutely Leisure has achieved the below results to date:

Absolutely Karting

  • 163% increase in organic goal completions
  • 378 more conversions via PPC
  • 70% increase in enquiries via digital channels
  • 66% increase in website sessions via email marketing
  • Social media reach more than doubled
  • 70% increase in enquiries via social media

 Absolutely Fitness

  • 24% increase in organic sessions
  • 18% increase in new organic users
  • 64% increase in website sessions via email marketing
  • 2,200 more AdWords campaigns clicks
  • Social media reach increased from 8,684 to 58,118
  • 13% increase in number of sales

 

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