Famed for their historical significance and world-class equestrian and automotive events, Bolesworth Estate approached eclipse to launch their inaugural Christmas Lights Trail experience. Our team provided the full suite of marketing services including a complete digital and offline marketing strategy, social media support, PPC campaigns, PR, email newsletters, website enhancements in addition to branding, design and print.
Website Development
Bolesworth had an existing website, however, our team identified key areas that could enhance the user experience and streamline the e-commerce element of the event. Tickets for Christmas at Bolesworth were only available to purchase online, so it was essential that the online transaction process was quick to complete and easy to navigate and that customers had quick and easy access to all the relevant information they needed to make an informed purchase decision.
We worked alongside a globally renowned ticketing platform to ensure Bolesworth’s eCommerce offering not only hit sales targets, but exceeded them thanks to the online upselling and quick-buy options we implemented, making every stage of the customer journey slick and enjoyable for each user.
Social Media
With this being the first event of its kind to be held at Bolesworth, it was essential that Christmas at Bolesworth had a prominent presence online and social media activity formed a key part of this.
Eclipse designed a social media campaign that educated, informed and entertained Bolesworth key target audiences across Facebook, Twitter, Instagram, TikTok in addition to utilising influencer marketing to ensure that every demographic was reached. We developed and executed the strategy for Bolesworth, designing a series of creative animations and graphic assets that captured the imagination of their audience and increased sales.
Our social media support also enhanced the event’s customer service, with Eclipse’s team handling enquiries and requests within a matter of minutes, leading to high levels of customer satisfaction.
Pay Per Click Campaigns
In order to maximise sales, our organic activity was supported by a robust yet agile PPC campaign that ensured we reached our key demographic audiences. We deployed a strategy that focussed on Google search and remarketing campaigns in addition to Facebook and Instagram ads that ensured we reached customers at key touchpoints along the customer journey, ensuring the event experienced several sell-out sessions.
PR
As a full-service marketing agency that has been providing marketing solutions for over 30 years, we have developed excellent relationships with media organisations on a local and national scale and we utilised our connection with local media to increase the awareness around the event both online, via local radio and in print media.
Email Newsletters
We leveraged Bolesworth’s large email database to effectively target customers at key stages of the customer journey and channel them down the sales funnel. In addition to upselling experiences and generating ticket sales on a consistent basis, we also increased the number of newsletter subscribers, creating an engaged audience that Bolesworth can use to market future events and experiences.
Design & Print
Working in collaboration with Bolesworth’s in-house design team, our studio team created a clearly defined brand identity across all communications for the event including social media graphics and animations, flyers, billboards, press ads, online adverts, signage in addition to the website and more, enabling our marketing team to effectively showcase the event across multiple platforms.
