Marketing Week says: “As well as repositioning the brand, Forest Holidays built a digital trading platform, refined every aspect of the creative execution online and on location, aligned its guest communications and developed a new brand toolkit. This was all delivered to its 800 team members through a sequence of brand inductions and masterclasses designed to harness the passion behind its purpose and customer proposition.”
This award is testament to the hard work and tenacity of our team in unprecedented circumstances – when Covid-19 caused things to shut down in March 2020, our team saw a crucial opportunity to reposition our brand and strengthen our position in the market.
Having identified six key impact areas to drive better results for Forest Holidays – brand, user experience, personalisation, marketing effectiveness, trading speed and independence – we launched ‘Project Rush’ with the aim of delivering a rapid step change in customer experience and commercial performance.
Following the implementation of Project Rush, we've delivered our best commercial return in Forest Holidays history which also contributed to our win. Other winners on the night included household names such as KFC, Specsavers and Tesco.
Our Commercial Director Alex Roberts says: "This is a thoroughly deserved award for every member of the Forest Holidays commercial team. They’ve really pulled it out of the bag in 2021 – managing the changing conditions of the pandemic while also executing major strategic change. Not easy, but impressive to watch, and the results are currently speaking for themselves!”
Please join us in sending huge congratulations to our fellow winners and nominees. And of course, each of the incredible Forest Holidays team members who helped make this possible.
Marketing team of the year 2021