Holt Farm

About

Holt Farm is a new luxury camping concept for Glastonbury 2024, created by one of our long term clients, Yurtel.

Yurtel have been offering boutique camping since 2006, covering corporate and private events, as well as festivals like Glastonbury, V, Big Feastivel and Latitude. Having worked with Mickey and his team since 2018, we were the natural choice when they decided to launch this new offering.

With guaranteed pitches just 200 metres from the festival’s main entrance and amenities such as clean toilets, hot showers, organic food vendors, and even a wild spa, Holt Farm is designed for comfort and community, allowing groups to camp together in a secure, well-equipped environment.

What We Did

• Google Ads Campaign Setup: We developed a multi-layered Google Ads strategy, utilising Performance Max (PMax) and Search Network ads. This allowed us to target both broad and specific search intents, maximising visibility and clicks from users interested in Glastonbury camping options and festival amenities.
  
  
• Targeting Key Search Intents: Our campaigns were tailored to specific user needs, such as those searching for festival essentials like showers, toilets, or Glastonbury camping fields. By targeting our ads and ad copy at these concerns directly, we captured users who were most likely to consider premium, hassle-free camping options.
  
  
• Strategic Budget Reallocation: Given the campaign’s late start, we remained agile with the budget, reallocating resources as needed to prioritise high-impact periods, such as the lead-up to payday, when potential customers were more likely to purchase.
  
  
• Coordinated with Other Channels: While Google Ads was our primary focus, we collaborated with the client’s ongoing social media campaigns on Meta (Facebook and Instagram), ensuring consistent messaging and reinforcing brand awareness.
  
  
• Optimised for Maximum Efficiency: We continually monitored and refined our Google Ads strategy, optimising keywords, ad placements, and bidding to ensure Holt Farm’s budget was used effectively, leading to increased conversions as the festival approached.