Lovat Parks

I'd spent my whole career in creative agencies. Then I walked into a WeWork with an ambitious founder, a CMO and seven holiday parks that needed people to care about them. If we didn't sell holidays, it didn't work.

As Creative Director, I led a small, agile team of a copywriter, a designer and a social strategist, along with a wider set of external partners across PR, SEO, media, performance and digital. We were in the data all the time and changed the creative around it. A season is short, a week even shorter, and a holiday lodge that's still unsold at the end of it doesn't come back.

We had two very different audiences: young families planning the highlight of their year, and people in their sixties thinking about spending £300,000 on a lodge. Those are completely different decisions, so they needed different creative, but it all had to feel like one brand.

I worked a bit like a service designer, from the first ad right through to walking into your room:

• Brand: a refreshed identity, tone of voice and templates for online advertising

• Content: art directed photography of the locations, interiors, parks and guests, and directed video for each campaign moment

• Customer journey: ads, website and booking flows, then signage and what happens when you arrive

• The small stuff: beautiful planting, radios in every room, sustainable toilet paper, and every touchpoint checked against the brand's values

• Results: we hit our sales targets on both holidays and lodge ownership