The challenge

Parkdean’s market had been severely hit by the Covid-19 lockdown. They needed big content marketing ideas to ensure people were still talking about them, even when they couldn’t access them.

The idea

We plotted the colours of every beach in the UK and turned the results into bespoke tins of paint. Using our own ‘Sandtone’ scale, we could rank beaches from most golden to rockiest, brightest to greyest, and let people choose their holiday based on the kind of sand they were after.

We then created OOH billboards to promote the campaign, sent samples to press, and created a landing page to host content. We even made our own Sandtone Instagram filter.

The results

Sandtone was all anyone was talking about. We featured in top tier press, and even got coverage in marketing industry magazines such as The Drum. The campaign generated 72,200 visits to the landing page, with 67 conversions resulting in a profit for Parkdean of £24,859 at a time when the rest of the holiday market was on hold. 10,800 people used the filter on Instagram, discovering their own shade of summer.

The campaign won Best Use of Search for Travel and Leisure at the UK Search Awards, and Global Integrated Content Campaign of the Year and Global Travel / Leisure #Content Campaign of the Year at the Global Content Awards.

A creative campaign with search at its heart. Even Covid-19 couldn’t stop it.