ADJ: The experience starts at home

The three recreational areas known as Destelheide, Hanenbos and De Hoge Rielen are well known to many people in Flanders. As children, they've more than likely paid a visit with school or youth organisation. Today, these wonderful areas have plenty to offer to hikers, art lovers, sportsmen and artists alike. This called for a digital content strategy which ensured that those target groups are inspired to visit by highlighting the area's many functions and opportunities.

Content strategy

Because there are so many reasons to visit the three areas, there is a lot of information to share with visitors. However, this information will have to inspire. We developed a content strategy focused on the 4 pillars of stay, experience, inspire, meet. This allows website visitors to find information in a very targeted way according to their visit. But the magazine, social media posts and newsletters can also be provided with the right content for that specific target group.

This content strategy also forms the basis for far-reaching personalization. So that each individual visitor receives content suggestions based on the specific interests or activities of a previous visit. The end goal is to increase conversions (reservations) from content. Because we see content as the ideal channel for conversions!

Three recreational areas, one platform

Each recreational area has its own unique characteristics and offerings. Yet cross-pollination between them can increase visits and offer new inspiration. We developed a web ecosystem where each website is managed from one (headless) CMS and database. This ensures that content can be centrally managed and distributed to the different domains.

The taxonomy developed in the content strategy is also implemented here which means that content suggestions can easily be made. The idea is that the content naturally inspires you and navigates you to the right place on the websites. In our words, intuitive navigation!

Magazines

Our content strategy was also translated into print and offline expressions. Magazines, flyers and brochures that should periodically inspire and entice (loyal) visitors to visit. Our creative studio also designed ADJ's postcards, covers, rollups, flags, envelopes, stationary, you name it!

Reservations and conversions

The finishing touches are currently being put on the integrated reservation module that allows consumers to easily see the availability of stays before they make a booking. This will soon come full circle as the content links directly to the specific reservation options.