Driving ticket sales for the Caravan, Camping & Motorhome Show

Discover how we reignited interest in the UK’s biggest outdoor leisure event – delivering an 8% uplift in ticket sales with a fresh, emotionally-driven campaign.

Challenge

To drive ticket sales and re-energise the Caravan, Camping & Motorhome Show for the National Caravan Council.

Previous campaigns had relied on short-term, product-led creative using stitched-together manufacturer footage. While functional, they lacked emotional resonance or a clear brand identity. With visitor numbers plateauing, the client needed a new creative approach — one that could deliver results now and build brand equity for the future.

Solution

We developed a bold, insight-led campaign to reframe the event and connect with modern audiences.

Using IPA data, we demonstrated the power of emotional storytelling in achieving both short-term activation and long-term brand growth. We aligned our creative thinking with consumer trends – particularly the rise of staycations and eco-tourism – and used these insights to define our audience strategy.

From this foundation, we created a campaign platform that celebrated the joy of outdoor exploration: “Before you get out there, better get in here.”

The hero creative focused on a family enjoying a classic British staycation, evoking the freedom, connection and adventure that caravanning and camping bring.

The campaign rolled out across:

• National TV advertising

• High-visibility out-of-home (OOH) sites

• A suite of targeted digital ads

This approach repositioned the event as the essential first step in any outdoor holiday plan.

Impact

The campaign delivered on its promise, driving sales while helping the brand evolve beyond its traditional base.

• Over 100,000 visitors attended the show, making it one of the strongest years to date

• +8% uplift on target ticket sales, confirming the commercial value of our emotionally-led approach

• The client adopted the campaign as the lead creative across TV, OOH and digital channels

• Stakeholders praised the work for its freshness and effectiveness, helping to build brand credibility for future years