The Wilderness Way: Persona-led Content Marketing
Done by Friday / Wilderness Motorhomes
Wilderness is a provider of luxury rental motorhomes for discerning travelers. Reaching the right customers in multiple international markets was becoming increasingly expensive.
Taking the brave move of axing Adwords spend, they embarked on an earned media journey with persona led content marketing. Content is supported by an email nurture programme and by the 'Motorhome Selector' tool, which enables booking functionality and connects personas with their ideal vehicle.
This strategy consistently exceeds targets and delivers a stream of highly qualified leads. CRM integration has closed the loop, and for the first time, enabled end-to-end measurable ROI.