Marketing Caravanning and Camping 

Challenge

To devise a marketing campaign to operate over a six-month period that would promote and position Irish Caravan and Camping Council (ICC) members as providing high quality facilities and value for money holidays. 

Strategy

To dispel the traditional, and now inaccurate perception of caravanning and camping and to portray it as a modern, stylish and sophisticated leisure activity using consistent messaging and camping enthusiasts as brand ambassadors. 

Action

We used a combination of advertising and PR initiatives with the message that caravanning and camping is an ideal holiday opportunity for families in the current Irish economic environment. While the advertising focussed on dispelling the myths about caravanning and camping, the PR activity created regular media-interest opportunities using all media channels- traditional press, radio, TV, online and digital platforms as appropriate. 

Results

In the first four months of the campaign the value of the PR coverage was over €200,000 and reached a potential audience of 5.2 million. In addition, there was a large increase in visits to the ICC website.