Camp Adventure
Obozowa Przygoda is a brand belonging to the Słoneczna Przygoda group. It organizes original camps and colonies for children and teenagers aged 7-17, both in Poland and abroad (Spain, Greece, Italy). They specialize in two main areas: winter skiing and snowboarding trips and summer themed camps (art, language, survival and general development). The offer is regularly updated in accordance with current trends in the education and entertainment industry.
Camp Adventure
Obozowa Przygoda is a brand belonging to the Słoneczna Przygoda group. It organizes original camps and colonies for children and teenagers aged 7-17, both in Poland and abroad (Spain, Greece, Italy). They specialize in two main areas: winter skiing and snowboarding trips and summer themed camps (art, language, survival and general development). The offer is regularly updated in accordance with current trends in the education and entertainment industry.
Objectives.
Maintain a leading position in the market
tourist and entertainment services
for children and young people.
To create a comprehensive marketing plan,
Which includes consistency across all channels used.
Expanding the customer base
and increase sales among new and existing customers. Customer loyalty.
Challenges.
Increasing competition in the industry,
which increases the quality of services offered and requires even better differentiation.
Seasonality
The two most important times of the year include the promotion of winter and summer trips. The challenge for us was to stretch the camp enrollment season as much as possible.
The need for a very comprehensive approach
customer service covers many areas of marketing, not only performance activities, but also social media, support in the creation of print materials, support in the creation of the website.
Strategy
Our proposal for activities
Krok 1
Thorough analysis of the needs of the target group
A unique target group such as parents required us to take an equally unique advertising approach. We knew how important it is for parents, for example, to make their children feel safe. In the creations, we focus on needs and values that build trust and credibility in the eyes of parents. Our communication doesn’t end with sending children to camps.
Krok 2
Create a plan and schedule of activities
The nature of the client’s services naturally divided our activities into two parts – winter and summer camps. However, the project required an appropriate selection of advertising channels and careful planning of every step from starting enrollment, sending children to the camps and up to encouraging them to go again next year. We analyzed which channels would perform best at each stage of the funnel. The result is a custom, multi-element interactive file for monitoring and planning activities. Among other things, it includes a media plan, sales summaries, budgets and costs broken down by advertising system.
Krok 3
Customizing advertising messages and maintaining the synergy of advertising channels
We wanted to constantly maintain a loyal base of returning customers, but it was even more important for us to reach out and build interest among new parents, eager to send their children to camps they themselves would love to attend. That’s why we launched ad campaigns in various systems – Meta Ads, Google Ads, TikTok Ads, SEO – and synchronized all communications to support each other and harmoniously interact with our social media activities. In addition, the ad creatives were appropriately tailored to the stage of the funnel the parent is in.
Results
Sales growth
Camp Adventure recorded a 64% increase in revenue in 2024 compared to 2023. The number of summer trip seats sold increased by 125% in 2024 compared to 2023, and 70% of all seats sold came from advertising efforts, allowing Camp Adventure to steadily expand its customer base and build a strong position in the travel industry.
Cost optimization
Precise targeting and tailored marketing communications reduced the cost of customer acquisition by 37% compared to the previous year. Synergy of advertising channels and strategic planning of campaign intensity translated into a higher conversion rate while optimizing the budget. As a result, Camp Adventure was able to invest the saved funds in further developing its tourism offer.
Summary
May 1 to September 15, 2024.
70%
of all seats sold came from advertising
64%
Revenue growth in 2024 compared to the previous year
125%
More summer travel seats sold in a year
Who was responsible for the project?
Karol Siódmiak
Head of Delivery
Aleksandra Habiera
Paid Social Specialist
Bartosz Wasicki
PPC Specialist
Julia Troszczyńska
Graphic & UI Designer
Kacper Mikołajczyk
Web Developer & Analyst
Zuzanna Graczyk
Strategist
Krystian Banaszak
SEO Specialist
Antonina Kwiatkowska
Content Manager
Client Opinion
“It’s fun to be with you, it’s fun to be in, and the best proof is that we are moving forward with more Sunny Adventure projects. It’s fun, keep it up”