GETTING OVER THE LINE: RUGBY LEAGUE HOLIDAYS

Success Story

Local businessman and proud owner of independent travel agency Not Just Travel Leigh, Daniel Dobranski, is passionate about finding the right holiday for his clients.

‘I offer a personal and professional service where we take your emotions and make them a reality. From a fabulous weekend break to a high-end luxury destination, I want to take my customers on a journey that is hassle-free, great value, and everything they could ever wish for.’ Showing a true passion for travel and a genuine interest in fulfilling his clients’ travel desires, Danny believes he works ‘in one of the greatest industries in the world’.

Photograph of Daniel Dobranski from Not Just Travel Leigh holding a replica aeroplane standing in front of his stand at Leigh Business Expo 2019

Aside from travel, Danny enjoys another passion in his life, that of a devoted rugby league fan and lifelong supporter of Leigh Centurions. With the vision of combining both passions into a lucrative opportunity for his business, he decided to launch a rugby league travel side of his business; holidays created by the fans, for the fans. 

However, not wanting to be caught wrong-footed, Danny knew he needed help to get the word out about his new business before the new rugby league season kicked off in November 2019. ‘I was already familiar with Launch North West having worked with them previously as an exhibitor at their business expos and as a guest speaker at their networking events. Hearing and seeing the work they put into their own events and their enthusiasm towards helping businesses reach more of their customers, I decided to approach them about helping me launch my new venture using Facebook.’

‘Although I had invested in a new website which was specifically designed to support the rugby league holiday packages, I soon realised this wasn’t going to be ready in time for the new season; a date which could make or break the business if my competitors announced their packages first. So, it was critical for me to be able to work with someone who was both knowledgeable, reliable, and capable of a quick turnaround, working side by side, to get the job done.’

A Safe Pair of Hands

Based on consultations with Danny, it was decided that a 4-week social media campaign, based solely on Facebook, would be implemented to drive holiday enquiries and ultimately bookings. The two main objectives outlined by Danny were to reach at least 1000 likes on Facebook and generate enough holiday bookings to earn a return on his investment. Although there was additional budget which could be utilised for paid social media ads, this was only to be used if organic activity failed to generate results.   

Although what we knew about Rugby League at the beginning of this campaign was practically 0%, we knew our ability to drive traffic using social media tactics was 100%. And so, we set to work.

Without an active website to drive traffic to, we needed to create a base of operations in the form of a brand-new Facebook page. This included full setup, a new logo and branded graphics which would incorporate the various teams taking part in the fourth coming season. These included some aspects taken from the website in development to ensure a consistent digital presence once launched.

Second, we needed relevant followers and so we created an awareness campaign to build anticipation for the forthcoming fixture release which specifically targeted the rugby league communities already established on Facebook. This meant any new likes to the Facebook page would come from fans who were more likely to be interested in the holiday packages Danny had to offer.  

Next, we needed to promote the holiday packages. When these were released, Danny came to work in our offices with us, so as fast as he could put together the prices, these were illustrated on graphics which would later be shared both on the main Facebook page and then into the various fan groups.

Wrong footing the competition for maximum impact.

By using the tactics listed above we were able to generate and explosion of enquiries on posts, messages to the page and through to Danny’s general contact form used for his general holiday business. This meant as Danny was extremely busy dealing with all the enquiries. 

Definitely a good problem to have. 

Also, by joining the relevant community groups active on Facebook, we were able to keep track of competitor activity within these groups and react as and when appropriate, meaning maximum impact for Rugby League Holidays where and when it mattered most. 

“Sometimes it is important to realise as a businessman that outsourcing activities to professionals is the right thing to do. This was one of those occasions. I had built up an excellent relationship with Launch Events and they were the only people I trusted with this project.”

Taking the campaign over the line.

The results of this social media marketing campaign far exceeded Danny’s expectations and generated organic results quickly. In fact, the main objectives set out at the start of the campaign were achieved by day 22, as shown in the below infographic.

Infographic showing the campaign results from a social media campaign carried out fo rRugby League Holidays

These results were achieved by targeting Danny’s customers in the communities on Facebook where they were spending time. Using consistent messaging and supporting imagery as well as real time engagement meant that Rugby League Holidays built up a relevant following and were easily distinguishable from its main competitors.

‘The fee paid huge dividends in holiday sales and exposed my brand-new brand to a wide audience in the space of a month and will be using them again for further promotions when the time allows.’

 

If you want to be seen and heard by more of the right people, get in touch with us today about our marketing services.

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