1. Holidaybreak Plc camps out with
smartFOCUS Intelligent Marketing
Holidaybreak plc has selected the smartFOCUS Intelligent
Marketing solutions for its Camping Division - the UK’s
leading operator of European campsite holidays (including
leading brands Eurocamp, Keycamp and Eurocamp
Independent).
Customer
Holiday Break
The Synopsis
Cequity's end-to-end suite of
integrated services includes customer
Eurocamp founded in 1973 has established itself as the UK and European market leader
management consulting, marketing
Industry Sector
in camping and mobile home holidays. Growth in the Camping Division has been
database & information management
achieved through the acquisition of Keycamp in 1998 and the organic development of Travel & Leisure
solutions, analytics, metrics &
new products including Perfect Places, Easycamp and Ugogo. All Camping Division dashboards and campaign
brands will benefit from the smartFOCUS Intelligent Marketing solutions. measurement support. Our state-of-
Solution
the-art technology solution, Cequity
Holidaybreak Camping Division selected the smartFOCUS Enterprise Marketing
Intelligent Marketing
ACE is powered by smartFOCUS and
Management software, based on the market leading smartSERVER, following a highly
is a hosted customer marketing
competitive evaluation. The final decision to purchase smartFOCUS was based on the system that can be quickly
Solution Components
users preferring the usability of the Intelligent Marketing solutions and on the business implemented without major hardware
preferring the direct business model - smartFOCUS proved to be strong in both or software investments. This helps us
analytics and campaign management! Another significant factor was the suitability of deliver Data yet valuable, information-
rich Quality/Management
driven, customer experience
the product for a Pan-European solution and the ease with which multi-channel, multi-
opportunities Customer View
Single for you.
market challenges could be addressed.
“From our experience, the Intelligent
The Solution Analytical MarketingVisualization
Analysis & from smartFOCUS
makes it possible to instantly analyze,
smartANALYZER allows the user to utilise wizard driven techniques to quickly deliver segment, identify andModeling
Predictive communicate with
sophisticated campaign management, analysis, profiles, models and reports. The large volumes of customers and contacts on
an individual basis. Intelligent Marketing
software is usable by non-technical staff within controllable levels of access. It liaises Campaign Management
improves customer communications -
directly with source data and outputs results such as profiles, reports, cross-tabs to
throughout the entire lifetime of a company-
Microsoft suite of products. Email Marketing
customer relationship and makes
performance driven multi-channel marketing
smartANALYZER is completely compatible with SQL server. Recent developments in Online Execution
a reality. smartFOCUS is faster and more
moving the existing marketing database to SQL Server will simplify the process of efficient than we thought it would be!”
implementation of smartFOCUS. Performance Management
smartFOCUS Intelligent Marketing solutions are already delivering the organisation CEO - Cequity Solutions
Managed Service
greater analytical capability, and ease of campaign selection and management based
on better customer insight. The software delivers flexibility to users across Europe
and enables a multi-channel marketing approach. The business case to purchase was
clear, smartFOCUS solutions will improve marketing productivity and effectiveness
across the Camping Division. Using the solutions the marketers will be able to increase
customer acquisition and deliver a greater focus on customer relationships for
customer retention, driving repeat bookings. Customer and transactional data will be
integrated from across the key Camping Division brands into the smartSERVER and
accessed by the marketers across the group via the smartMARKETER applications.
Steve Klin, Sales Director, smartFOCUS says “Holidaybreak plc are one of many
companies recognising that the smartFOCUS Intelligent Marketing solutions can
improve marketing productivity and effectiveness. Our ability to bring disparate
sources of data together, in an intuitive train of thought analysis environment
integrated with the ability to create and manage multiple campaigns simultaneously is
driving value across many data driven business sectors.”
Continued overleaf

2. About Holidaybreak
Holidaybreak plc - www.holidaybreak.co.uk
Founded in 1973 as Eurocamp Travel Limited, a family run business offering camping
holidays to Brittany, the Camping Division of Holidaybreak plc has firmly established
itself as the UK and European market leader in camping and mobile home holidays,
growing steadily with a mixture of innovation, product development and key
acquisitions.
Both main businesses, Eurocamp and Keycamp, provide holidays in pre-sited fully
equipped tents and mobile homes on high quality campsites across France, Italy and
seven other European countries. On-site representatives welcome customers and
Since implementing
provide information and support during the holiday, free children’s clubs offer
the smartFOCUS
activities six days per week, holiday lengths are flexible, and various options of travel
are available such as fly/drive, self drive, ferries, or motorail. As well as from the UK
Intelligent Marketing
customers come from Ireland, the Netherlands, Germany, Switzerland, Belgium,
solutions we are
Denmark, Austria and Poland. Customers are generally ABC1 families and the division
improving both the
achieves very high levels of customer satisfaction with repeats and recommendations
the bedrock of the business.
productivity and
effectiveness of the
The internet has become an increasingly important tool for customers to gain
database marketing
information about the brands and the websites provide extensive facilities, including
virtual tours, on-line booking and brochure requests.
teams…
Since the mid nineties expansion has come through the acquisition of several diverse
companies within the holiday sector, e.g. Explore Worldwide, Regaldive, Superbreak
and Hotelnet, as well as organic growth. This has provided Holidaybreak plc with a
consistent growth and the portfolio of market leading brands within the company
provides
Reach us at:
About smartFOCUS
105-106, 1st Floor, Anand Estate,
189-A, Sane Guruji Marg, Mahalaxmi,
smartFOCUS (LSE:STF) is a leading international marketing software company that
Mumbai-400 011, India
empowers marketers with the intelligence to drive high performance multi channel
campaigns and more valuable customer relationships. Its Intelligent Marketing Phone: +91 22-43453800
solutions integrate off-line and on-line data, analysis, campaign and performance
Fax: +91 22-43453840
management to deliver better targeted more timely and relevant communications that
increase campaign conversion rates and improve customer’s insight. For more case studies, white
papers and presentations log on to:
smartFOCUS now has over 300 customers worldwide using its marketing software
www.cequitysolutions.com
including AAA, ABN AMRO, ATOS, Centreparcs, EMI, Fig Leaves, Harrods, Hilton
International, NSPCC, Societe Generale and QVC.
Or Write to:
smartFOCUS is headquartered in the UK, with offices in the US, continental Europe info@cequitysolutions.com
and Asia Pacific. www.smartfocus.com
For the latest thinking in Analyical
Marketing, check out our blog at:
blog.cequitysolutions.com
Contact Details
Note: This is an ‘original paper’ by smartFOCUS. Cequity ACE is powered by
smartFOCUS and Cequity uses this distinguished technology to empower its end-to-end suite
of analytical marketing and customer relationship management solutions. Powered by