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Salop Leisure Brand refresh and website

Creating unforgettable moments
In Numbers
10k+
keyword movement
153
number 1 keywords
+15%
bookings

Salop Leisure is the premier holiday home and motorhome dealer in the Midlands and Mid Wales. Based in Emstrey, just outside of Shrewsbury, Salop partners with top UK leisure manufacturers such as ABI, Atlas, Carnaby, Swift, and Willerby. 

Better Insights

Caravan buyers start their journey with a picture in their head of what they want from their caravan, but always need a helping hand to make it happen. Because they always start with what truly matters to their customers, caravan buyers ultimately get to enjoy the experience they always pictured.

Salop are a familiar, friendly face you can count on.

Better Ideas

We kicked things off with stakeholder and customer interview re-fresh, to get under the skin of Salop Leisure and to understand the brand, its purpose and its goal for the future. From there, we devised a new brand manifesto for Salop, underpinned by the key message ‘Unforgettable Moments’.​

To support this, we refreshed the Salop brand, looking in particular at fonts, colours, textures, iconography, and photography, as well as brand tone of voice.​

The brand was then adapted for digital, where we designed and developed a tailored website solution for Salop Leisure’s new website. By leveraging WordPress as a headless CMS, partnered with Nuxt.js (a powerful framework built on Vue.js) and a Magento product catalogue, we’ve created a website which not only provides the necessary flexibility for content management, but also ensures a seamless and dynamic experience, providing server-side rendering for optimal performance. ​

In addition to rebuilding the Salop Leisure website, we restructured the way Salop manage their digital profile. We successfully merged the main Salop Leisure website with Salop Ownership, a bespoke platform that is used to showcase the park locations available through Salop Leisure. Merging the two systems provides users with a seamless experience between browsing holiday homes available for sale and the parks that they’re located on, ultimately showcasing the Salop offering.​

To achieve the same experience for the individual holiday parks, we built a custom admin section and back-office management tool for Salop and their partnering holiday parks, which allows park owners to manage their own stock and details, whilst seamlessly syncing to the Salop Leisure Magento CMS.​

LOVE TO STAY

Last but not least, we took a look at Salop Leisure’s sister brand – Love2Stay – a luxury glamping and caravan touring holiday destination, with two locations, one in Shrewsbury and one in Mid-Wales.

The main challenge for Love2Stay was delivering a new website which presents the two sites as one brand, showcases the amazing facilities at both sites and provides a clear user journey to encourage online bookings. ​

Starting with a full competitor review of the leisure industry, we looked at best-in-class examples like Center Parcs to see what we should be aiming to emulate.​

We worked closely with the Love2Stay team, to research viable third-party booking systems, that would integrate with the site and provide a seamless booking journey. We eventually landed on the established GemaParks to help deliver this, due to its ability to link up with Hoseasons.

Better Results

10k+
Positive keyword movement
153
Keywords now ranked number 1
15%
Increase in bookings

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Our super-friendly team will be happy to chat through our experience and give expert advice.

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