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Kielder Waterside Park

A beautiful website, video production, a digital marketing strategy & ongoing ProSupport

1.

Background

Kielder Waterside is an award-winning holiday park located in the North East of England near to the Scottish border, sitting on the banks of Kielder reservoir, in a unique setting of distinctive and outstanding natural beauty.

The park is visited by holiday makers and day visitors, with lodges designed to complement the landscape, accompanied by a Go Active programme offering a wide variety of outdoor activities, from fishing to archery, and everything in between.

Kielder Waterside is owned and operated by Northumbrian Water who have huge ambitions to make the park the Best in Britain. The client initially approached Clicky to plan, design and develop a market leading website that aligned with their aims and delivered a more positive perception of the park. The existing website was dated, not mobile or user friendly, and didn’t accurately reflect the stunning destination and the brilliant facilities available.

We launched the Kielder Waterside Park website in late 2016 and have since formed a true digital, collaborative partnership with the client, supporting their marketing activity and with additional web projects.

2.

Website

We designed and developed a high quality, vibrant and interactive website that the client was extremely pleased with. 

With our extensive experience in the travel and tourism sector, we undertook the necessary research to strategically plan a site that delivered across all objectives.

Using intelligent insights derived from our auditing and Discovery phase, we first addressed the core structure of the website to ensure this offered a simple and clear user journey, whilst also benefiting future planned SEO efforts. The sitemap was revised to add in additional content areas, new features and functionality accordingly.

We created a new style, incorporating refreshed branding, which was designed to be eye-catching, interactive, and inspiring; it was extremely important that users got a real sense of each location. We utilised and featured lifestyle imagery and scenic videos within a clean and clear overall design.

The site integrates with a number of platforms across social media, third party accommodation booking websites and review sites to provide dynamic feeds of relevant and useful content.

With the focus on achieving a positive ROI, calls-to-action and data-capture points across the website were a focus and as such were meticulously planned throughout both the design and development phases of the project.

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3.

Digital Marketing

Our PPC activity has a big focus on promoting new offers for short breaks, day visitors and gym memberships, with continuous optimisation of the search campaign to achieve a lower cost per conversion. We have also built and managed the Kielder charity account over the past 12 months.

Having undertaken vast competitor analysis to strategise expanding the website, we have also carried out technical SEO audits to prioritise required website improvements for users and search engine crawlers. Our SEO team participate in continuous keyword optimisation of pages, including meta descriptions and page tiles.

This activity has had a really positive result on website visitors and conversions, and we are continuing to build on this success and make improvements.

4.

ProSupport

Our ProSupport team have supported the marketing efforts throughout the year, but have also worked on individual projects to improve and enhance the user experience on the Kielder website.

We created a ‘we’re closer than you think’ section of the site, in response to client concerns that potential customers were negatively influenced by the location of the park. This feature was designed to highlight Kielder’s accessibility to people from all around the country, in an innovative and easy-to-use way.

Due to the level of activities and attractions at Kielder Waterside, we created an itinerary planner to allow users to save and share their desired activities within a digital planner that was unique to them. By having all the information in one place, the user is able to easily book everything needed for their trip.

5.

Results

We have achieved fantastic results since working with Kielder Waterside. We look forward to strengthening our partnership together across a wider range of marketing and ProSupport services. See what the client has to say about working with us below.

65%increase in annual website sessions

88%increase in mobile sessions – Jan-July YOY

123%increase in PPC conversions – May 2018 vs Nov 2017

129%increase in organic sessions – Jan-May 2018 vs 2017

93%increase in goal completions – Jan-May 2018 vs 2017

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