Clearhead had to reinvent the travel trade brochure experience. They were challenged to establish an innovative digital publishing platform. This was to replace Butlin’s print brochures, engage a digitally savvy customer and increase brochure interaction whilst delivering a content rich user experience.
The digital publication needed to be everything the print publication was and more. Clearhead wanted to create an engaging experience that guided the audience through a start to finish journey of discovery, engagement, excitement, decision making and booking with clear and concise pathway to a call to action.
Establishing a strong strategy for instigating a future proofed digital platform for Butlins to be able to publish all potential publications meant that we had to look beyond the potential of a website or HTML5 app.
Trams advised Clearhead on the Adobe commercial license model and on the technical preparation and implementation. Trams also provided licenses and information on Adobe’s Creative Cloud for Teams.
A new digital guide was created to help guests choose the right Butlins experience for their family. It’s filled with top tips for where to stay, where to eat and highlights for what not to miss and maximise your Butlins holiday.
With their new digital guide guests can dip in & out, browse images, videos, 360 degree virtual tours of restaurants and rooms, bespoke video content, sound experiences, key information, social sharing and clear call to actions to book.
Over 5,000 downloads in the first month of its launch.
300% increase on brochure engagement targets in the first quarter of the guides release.