In a crowded holiday rental market, standing out from the crowd is not easy—especially in a popular destination like South Devon. At Devon Holidays, we’ve always believed in doing things differently, and over the past few months, we’ve taken that ethos into our marketing strategy in a big way.
Rather than relying solely on standard paid ads or relying exclusively on third-party platforms like Booking.com, we’ve set out to explore creative, ‘off-the-wall’ ideas. The goal? To increase direct bookings, grow our brand visibility, and make sure guests think of Devon Holidays first when they plan their next break to Finlake Resort & Spa or any of our other beautiful holiday properties.
We wanted to share some of the steps we’ve taken, the early results we’re seeing, and why we believe this kind of hands-on, grassroots marketing makes a real difference.
1. Bringing Back a Local Favourite: The Hidden Rocks of Finlake
One of the most unique marketing ideas we’ve recently revived is the Hidden Rocks of Finlake group.
For those unfamiliar, Hidden Rocks is a fun, community-led initiative where guests and locals paint decorative rocks and hide them around Finlake Resort & Spa. The idea is for others to find them, photograph them, and share their discoveries online—specifically on the Hidden Rocks of Finlake Facebook group.
We’ve added a subtle twist this time around. Each rock now includes a small QR code linking back to the Facebook group, where guests can post their finds. What’s clever about this is that it’s not overt advertising. We don’t post promotional content or lodge offers directly in the group. Instead, by managing the group under the Devon Holidays name, guests organically associate us with the fun and positivity of the rock hunt.
It’s marketing without marketing—engagement through experience. And judging by the number of posts and photos already shared, it’s a strategy that’s working beautifully.
2. Supporting Local Sport: Sponsoring a Children’s Football Tournament
Community involvement is something we value highly at Devon Holidays. This year, we were proud to sponsor a local children’s football tournament, giving back while getting our name in front of hundreds of families.
Our sponsorship included two adverts in the official tournament programme, as well as several large 2-metre banners positioned around the event area. Each banner prominently featured a QR code leading directly to our website.
Again, this isn’t just about sales. By aligning Devon Holidays with family-friendly events, we position ourselves as a trusted, approachable business that supports its community. And, crucially, it puts us in front of exactly the kind of guests who are likely to book our lodges—families looking for UK breaks that are fun, easy to organise, and local.
3. Mobile Marketing: Turning a Car Into a Moving Billboard
One of the simplest yet surprisingly effective strategies has been car-based marketing. Jason, one of our team members, has added three large QR codes to his vehicle that direct people to the Devon Holidays website.
Later this week, he’ll be adding professional signwriting with the DevonHolidays.co.uk URL on the rear of the car as well. Wherever Jason travels—whether on school runs, commutes, or errands—that car is now a moving advertisement for our business.
This kind of everyday visibility is often overlooked but can create real brand awareness. People might not scan the QR code immediately, but when they see the same branding again—at a football match, online, or on social media—it helps solidify the Devon Holidays name in their minds.
4. Expanding Our Football Sponsorship: From Hook to Hartley Wintney
Following a summer transfer window move, Jason’s son William has moved from Hook Football Club to Hartley Wintney Football Club. We saw this as an opportunity to expand our sponsorship reach even further.
Discussions are already underway to move our sponsorship deal to Hartley Wintney, whose men’s first team plays in the seventh tier of UK football—a level with much broader visibility than local junior matches.
In addition, Jason is in communication with the club about extending marketing opportunities to reach not just the senior team but also the club’s development and junior teams. This would mean Devon Holidays being visible across an even wider pool of potential guests—parents, players, and supporters alike.
5. In-Lodge Postcards: Turning Every Stay Into a Marketing Opportunity
We’ve recently introduced custom-designed A5 postcards placed in each of our lodges. These postcards feature key contact details and information about Devon Holidays, alongside an invitation to book directly with us next time, rather than through third-party platforms.
As most of our current bookings still come via Booking.com, this small but effective step is designed to gradually shift behaviour toward direct bookings. Not only does it benefit us as a business, reducing commission fees, but it often provides a better deal for guests too.
Additionally, guests can take the postcard away with them and pass it on to friends and family—creating organic word-of-mouth marketing in a tangible, old-school way.
6. Boosting Our Digital Presence: Facebook Blog Articles and Local Guides
Finally, one of our biggest pushes has been through Facebook. Rather than relying purely on last-minute availability posts or sales offers, we’ve invested time in creating valuable blog content about the surrounding area.
Between now and the end of the year—and already scheduled into next year—we have regular posts planned covering everything from local attractions and hidden gems to events, restaurant recommendations, and family-friendly activities near Finlake.
The results have been even better than we’d hoped. As of today (14th July 2025, 14:25), our Facebook page has seen:
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A 278% increase in page views (19,857 in total)
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A 38% increase in followers
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Over 205% more engagement compared to the previous 28 days
What this shows is that people respond to value. When we offer useful content rather than just pushing sales, potential guests engage more and spend longer interacting with the Devon Holidays brand.
The Results So Far: Real Impact and Encouraging Signs
Over the weekend alone, more than 110 people scanned our QR codes—whether via Jason’s car, the football tournament banners, or matchday programmes.
That activity translated into a 50%+ increase in website traffic over just a couple of days, with 847 visits recorded during that period.
While those are only early results, they’re incredibly promising. Importantly, they show us that grassroots, creative marketing ideas can have a real, measurable impact without needing vast advertising budgets.
Why This Approach Matters
In an industry that relies heavily on big booking platforms and search engine ads, it can be easy to forget about human connection. Yet time and time again, we see that what really brings guests back is feeling valued, feeling involved, and feeling like they know who they’re booking with.
By investing in community-led marketing—whether through painted rocks, football sponsorship, postcards, or blog content—we’re building not just a customer base, but a genuine community around Devon Holidays.
People aren’t just choosing a lodge; they’re choosing an experience, with a business they feel they know and trust. That’s why we’ll continue to push these kinds of ideas and look for new ways to connect with guests in meaningful ways.
What’s Next for Devon Holidays Marketing?
We’re not planning to stop here.
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We’re exploring partnerships with local attractions to create joint marketing campaigns.
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We’re looking at running competitions via Facebook and the Hidden Rocks group to increase engagement further.
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And we’re investing in professional video content to better showcase our lodges, Finlake Resort & Spa, and the beautiful South Devon surroundings.
The focus will always remain on creativity, value, and community—not just ticking marketing boxes but genuinely building relationships.
If you’re reading this as a past guest, a future visitor, or just someone interested in how small businesses can market smarter—not just harder—we hope it’s given you some insight.
And if you’re planning your next break to South Devon, we hope you’ll check out Devon Holidays—not just because we’ve told you about it, but because you’ve seen and felt the difference in the way we do things.