Zonal
Knocking it out of the (holiday) park with the help of ABM
A highly targeted 1:1 / 1:Few ABM campaign that used nostalgic map-style creative to show holiday parks how Zonal could rekindle their glory days.
Zonal’s staycation-ing power
Already a market leader in the hospitality industry, tech brand Zonal wanted to capitalise on the unprecedented boom UK holiday parks enjoyed during the pandemic. With parks fast-tracking their digital transformation agendas to meet rising demands, Zonal wanted to captivate this high-potential market, demonstrating how their connected park solutions can break down silos and maximise on-park spend.
See the whole picture, join the whole experience
With holiday parks inspiring a new generation, our concept rekindled their glory days, placing the nostalgia of a park map at the centre of a modern, integrated campaign that flexed to multiple audiences / channels. Through tailored direct mailers, we revived the excitement holiday parks bring, while a bespoke event stand and digital comms took that feeling further as we invited our audience to ‘See the whole picture. Join the whole experience’.
Mapping out a bright future for Zonal and its partners
– 1 x Closed opportunity worth £214k with one of the x4 1:1 target accounts
– 1 x Live opportunity worth £202k with one of the x15 1:Few target accounts
– Additional pipeline opportunities worth £100k
– An upskilled team internally
– High engagement %
“The campaign helped us develop a new company-wide value proposition and vastly improved the respect and relationship between Sales and Marketing.”
Abbie Hanks, Head of Demand Generation, Zonal
Selbey Anderson Group of agencies