Holiday Park Marketing

BRAND I WEBSITE I SOCIAL MEDIA I GOOGLE LISTING I BACK-LINKS I BLOGS I E-NEWSLETTER I ANALYTICS I DESTINATION MARKETING I BOOKING SYSTEMS I YIELD MANAGEMENT

Janette Comish is an expert in holiday park marketing, promoting parks for over 10 years.

Holiday parks in Australia are popular holiday options for families, couples, groups, backpackers, and grey nomads.  Swimming pools, kids clubs, camp kitchens, jumping pillows, mini-golf, group entertainment, restaurants, and shops are all common features at many of these destinations. Luxury cabins and en-suite campsites for campers and caravanners are available in addition to the standard amenities of a campsite. Self-contained cabin accommodation is now in high demand and often achieves greater yield than other accommodation in a destination. 

When it comes to creating great brands for tourist parks, my job has been to promote new business; build trust in travellers; maximise yield; and establish a dynamic online presence keeping with the park's overall brand identity. Marketing in the tourism industry is my specialty, and I am highly experienced in the particular challenges presented by parks.

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Case Study - Big4 MacDonnell Range Holiday Park - Alice Springs

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A stunning park situated at the base of the West MacDonnell Ranges, Big4 MacDonnell Range Holiday Park was looking for a refreshed brand, more digital exposure, and to drive new business to the park.

The solution:

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• a new brand

• a new website

• new social media channels

• SEO

• increase in destination marketing

• increase in content marketing

• on-going consulting including quarterly analytics, website maintenance, and updates, quarterly e-news, regular social media updates, regular blog posts, award submissions, and more.

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After five years of using the services of Janette Comish the owners could not be happier with the results they achieved. They have recently sold the park and in part due to the overall park marketing, were able to sell at an exceptional value.

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 Website Before & After 

Create Strategic Direction for the Council Parks

With the amalgamation of council boundaries, Gold Coat Council now had 6 tourist parks in their patch. My role was to rebrand the parks under one brand, create a 5-year strategic marketing plan, build and write content for a new website, create an online booking system, train staff, and managers, write funding and award submissions and increase revenue for the council. This was an eight-month contract and the results were outstanding. 

Create Strategic Direction for more Council Parks

After the success of the Gold Coast Tourist Parks, many other regional councils contacted me to do the same for their park groups. I worked with the management teams and key stakeholders to write comprehensive marketing strategies for their parks. We then worked together to create new brands and style guides. Websites were built which included SEO-friendly and engaging content, social media pages set up, and consistency of branding and messaging established across all touchpoints. 

Build the Park Image and Revenue

Investors had purchased the property with the intention to turn it around from a run-down park mainly housing permanent residents to a thriving holiday park for visitors to the Gold Coast and Nobby Beach. My role was to build the Nobby Beach Holiday Village brand through an engaging website and social media channels, channel management, and positive publicity. I worked with the park managers to improve administration processes and ensured the park was yielding the best possible income. The results have continued to grow.  

Create a Digital Marketing Presence

This was such a great park to work with. The managers were leasing the park from the owners so were invested in making it work. Guests loved the park and the management, the staff loved working there and being in Swan Hill, a great destination. I worked with the owners to create a new destination focussed brand, build a new website, create and manage social media channels, work on yield management and capitalise on publicity opportunities. The managers have only recently sold the park to return to WA but even through COVID they were able to keep the park profitable and ensured guests were well-informed and looked after.  

Create a Digital Presence for the Park

This park decided they needed a name change from Stuart Park Caravan to Alice Springs Tourist Park. This new name would give them excellent SEO and described the destination perfectly. I was engaged to create a digital presence for the new name with a new brand, messages, website, social media channels, content, and more. Once established I then trained the managers of the park on how to maintain the digital presence for the park themselves. They use my services occasionally for updates and advice. I love this brand and the feelings the new website provides for visitors.