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Swedish Campingpärlor

Did you know that nearly half of all summer guest nights in Sweden take place at a campsite? Emerse has been commissioned to promote the facilities of the tourism company Grönklitts Group to use the hype and attract new potential guests.

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Challenges

Their goal is to become Sweden’s leading camping brand through having facilities in attractive locations with well-organized facilities and a wealth of activities on offer.

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Solutions

Often a reminder is required before an actual booking takes place. With effective retargeting we can reach those who has already been exposed to a certain camping site, many of them visits the site within a certain period of time.

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Results

During the summer months, we could see that 533 camping holidays was booked through the banners. The positive figures indicate that programmatic advertising contributed to the visitors discovering Swedish Campingpärlor through banners around the internet.

The camping trend

Outdoor life is hot. The number of guest nights at Swedish campsites amounted to 15.7 million nights last year and the trend continues to rise. During summertime, camping accommodation accounted for 43 per cent of all commercial overnight stays in Sweden. The last 10 years, the total number of guest nights at Sweden’s campsites has increased by 2 million, and it is the regions of Västra Götaland, Kalmar County and Halland County, followed by Dalarna County which has the most guest nights at camping. Grönklitts Group can already see a clear increase in bookings for this season.

Emerse has been commissioned to promote the facilities of the tourism company Grönklitts Group. One of the tasks concerned Sweden’s latest camping chain, Svenska Campingpärlor. Their goal is to become Sweden’s leading camping brand by having facilities in attractive locations with well-organized facilities and a wealth of activities on offer. They currently have sites in Lycksele, Orsa, Mora, Rättvik, Siljansbygden, Sunne, Säffle, Gränna and Ekerum in Öland.

In the first phase, we wanted to inform and inspire visitors and to drive traffic to campingparlor.se, the landing page serves as an attractive welcome with information about their various destinations. Conversions during this period are a direct result of the visitors seeing a banner, of course with different messages to different audiences. The next phase encouraged visitors to book their stay using banners with clear and urgent messages such as “Book here!” with a focus on their viewed campsites. Most conversions were achieved through retargeting, so we also tagged the campsites to be visible to those who approved cookies.

We saw that, very often, a reminder is required before an actual booking takes place. This is where programmatic advertising comes into its own and helps to achieve peerless results. When people have seen a banner they later search for the site directly. We secured a number of post-view conversions too, ie when someone sees, but does not click on the ad immediately, but subsequently visits the site within a certain period of time.

About Grönklitts Group

Sweden’s newest camping chain Svenska Campingpärlor is part of the Grönklitts Group, and is one of Sweden’s fastest growing tourism companies with facilities in camping, theme parks and skiing. The goal is to become Sweden’s leading camping chain through facilities in attractive locations, well-organized facilities and a rich range of activities, both on and off the campsite. Today you can find the following places: Ansia Resort in Lycksele, Orsa Camping, Mora Camping, Rättviks Camping, Siljansbadets Camping, Sunne Camping, Duse Udde in Säffle, Gränna Camping and Ekerum Camping on Öland. They run the brands Campingpärlor, Orsa Rovdjurspark and Tänndalen. More information can be found at www.gronklittsgruppen.se

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