Lanzarote Retreats brings together a collection of hand-picked, stylish properties in some of the quieter spots across the island. The flagship is Finca de Arrieta eco-village, which consists of seventeen yurts, villas and cottages all powered by solar and wind energy - the largest green energy system on Lanzarote.
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The company’s day to day social media posting was handled by the family and spoke to a community of previous guests and fans but there was scope to dramatically broaden the reach and engagement.
The brief has evolved in the face of the COVID-19 pandemic to one of keeping the brand front of mind for when holidaymakers can travel again.
The initial campaign set out to drive desire to visit Lanzarote through sponsored Facebook posts, nurturing people with an interest in Spain and the Canary Islands, those who’d visited previously or read about Lanzarote Retreats in the media as well as anyone visiting the Lanzarote Retreats website.
Audiences were built from Facebook users who’d visited the website, signed up to the email database and those who’d engaged with the company previously on social media. The data was used to ensure these audiences were seeing any content the family was putting out via Facebook. This was then delivered as outreach to new audiences of their target customer.
Ads were also designed to target users with an interest in all the things offered on Lanzarote, walking, surfing, vineyards, and positioning Lanzarote Retreats as the company to book with.
The concept was extended to create blog articles based round target customer interests – ranging from sustainable holidays to top things to do on the island and FAQs for holidaying in COVID times – designed to address topics people might be searching for.
New followers are then invited to sign up to the newsletter, which features topics from the blog, positive news from around the island, latest on travel regulations as well as property and family updates. This regular, personable and helpful communication channel with the international LR community has proved essential even when foreign travel is paused.
On-going activity is aimed at growing audiences, building familiarity as well as keeping fans of the family-run business informed and engaged.
July 2020 - January 2021, ongoing
• Regular blog articles
• Regular customer e-newsletters
• Facebook and Instagram outreach and re-marketing
• Influencer and media liaison