ECC – Time to share your story

“If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.”

Jay Baer

ECC, the UK and Europe’s leading timeshare and release specialists, wanted to create a campaign that allowed them to stand out and shine in a market that had been tainted by a poor reputation.  Their mission is to help timeshare owners who wish to rid themselves of unwanted timeshare (and the associated long-term fee commitments) and to recover monies wherever possible.

S+H initially reviewed the challenges of such a campaign, identifying that online lead generation was tough due to increased competition and negative online presence. We needed to introduce new channels that would help ECC compete outside of their traditional arenas. Ultimately, ensuring that the objectives of raising brand profile and lead generation were met.

In order to raise the brand profile S+H identified 3 key pillars.

Awareness – we needed to drive awareness of who ECC are, identifying advertising as the most appropriate channel.

Educate – we needed to show what ECC do, stand for and believe in through PR and thought leadership

Inspire – we needed to persuade time share owners to share their story with us, thus creating engagement in the brand and lead generation

We realised that many timeshare owners felt trapped, and unable to make a difference on their own to an industry that has spent years perfecting their techniques of high pressure sales and retention.

“If you think you are too small to make a difference, try sleeping with a mosquito”

His Holiness the 14th Dalai Lama

Following from our initial insight, we developed a number of campaigns and rollout assets to help support a journey of transformation. ECC’s main mission is to change perception of timeshare release specialists. The timeshare industry is known for underhand behaviour, but ECC wanted to step away from that perception and prove they are here to help those that have been affected by mis-sold timeshares.

The campaign centred around the concept of ‘Time to share your story’ where we encouraged those that had been mis-sold timeshares in the past to share their story with ECC through a number of mediums including social media, through their website and advertising.

The campaign’s aim was to generate trust with those that had very little trust in the market left. Listening, engaging and sharing with this audience has increased the volume of enquiries and bookings through ECC and has begun to build reputation once again in the market as a whole.