Forest Holidays: Forestipedia

Propellernet

The team

Laura Johnson – Account Director
Stephen Baker – Consultant
Rob Green – Consultant
Mark Henshall – Content Director
James Campbell – Consultant

How did the campaign make a difference?

A strategy to make life better for people booking UK holidays has made Forest Holidays a genuine authority in this space. A standout resource – Forestipedia – helped put them on the map, online. It's now a top five site, beating a number of large competitors.

What details of the strategy make this a winning entry?

From April 2012, technical SEO quick wins started to improve positions, while the amount of traffic delivered was improved via PPC by 192% and the number of cabin bookings by 171%. By earning the right to be a genuine authority, providing information that people want and Google needs, the strategy cut through an increasingly competitive market for UK holidays. A central content hub – Forestipedia – was developed, which featured regularly updated expert content, facilitated the use of push tactics to target online media, earned natural links through recommendation, encouraged social sharing of content and provided a sustainable resource for customers. By putting customers first and recognising that search success is a result of a broad range of activities – from technical advice to content building and promotion – this strategy provided a solid foundation for future activities.

How did creativity bring the strategy to life?