Using emotion to drive ticket sales for the Caravan, Camping and Motorhome Show

Challenge

To drive sales of the National Caravan Council’s Caravan, Camping and Motorhome Show by creating a fresh creative advertising approach.

The previous advertising was very short-term in its approach, with stitched together footage from manufacturers. After some research of their own, they were looking for a fresh approach.

Challenge

We devised a multi-channel approach combining TV, Out-of-Home (OOH) and digital platforms to overcome stagnation with a fresh, emotionally driven campaign, using our experience as a leisure PR agency.

Our first port of call was to understand the emotion behind consumer choices, using IPA data to determine what drives long term growth. They demonstrated that emotive advertising is much stronger at brand building while also having an impact on short-term results. With visitor numbers stagnant, this could help build the brand over the coming years.

Our research showed that staycations and eco-tourism were on the rise and helped us define audience profiles for the show. We pitched campaign creative that really honed in on the emotion of getting outdoors, positioning the Caravan, Camping and Motorhome Show as the perfect place to start.  

The resulting campaign was focused around ‘before you get out there, better get in here’, and featured a family enjoying a great British staycation.