Caravan and motorhome industry to launch perception changing campaign in the UK

The NCC (National Caravan Council) has partnered with The Caravan Club and The Camping and Caravanning Club, the UK’s two largest clubs for all forms of camping and caravanning, to launch a joint awareness building campaign to promote the lifestyle benefits of caravan and motorhome holidays.

Designed to attract new audiences to this much-loved style of holiday, ‘Freedom to go’ will draw on the appeal of the great outdoors and the freedom to explore that owning a ‘leisure vehicle’ presents.

Launching in January 2015, the campaign will include a dedicated website http://www.freedomtogo.co.uk national print and digital advertising and will be supported by a 12 month plan of press activity. “A key objective of the campaign is to decrease the average age of leisure vehicle ownership by five years and get new entrants into the market” said Jennifer Summers, NCC Group Marketing Director. “In order to do that, we aim to turn the perception of camping and caravanning on its head and illustrate the appeal of this type of holiday to modern families and adventurous travellers alike. There hasn’t been a better time to convert more British consumers to this type of holiday and grow the market for all types of leisure vehicle ownership.”

The campaign will showcase beautiful British destinations and unique adventures that touring holidays make possible whilst recommending which type of leisure vehicle will suit individual needs and tastes.

Anthony Trevelyan, Chairman of the Industry Promotional Campaign Working Group said: “I am delighted that the industry is coming together to launch this important initiative. We as an industry have a wonderful offering, it is all about the lifestyle, freedom and exploration. These are the benefits we must communicate effectively through this national campaign.”

Robert Louden, MBE, Director General of The Camping and Caravanning Club said: “The Camping and Caravanning Club is proud to support this new campaign, and we are excited by the opportunities it presents. Camping and caravanning is the perfect way to explore exciting new destinations and we want to help more people enjoy this fabulous pastime and share the same enthusiasm we feel for it.”

Nick Lomas, Director General of The Caravan Club said: “This is an important step the industry is taking. The Caravan Club is delighted to help champion this initiative. Together we have a real opportunity to demonstrate how this fantastic leisure pursuit gives people the freedom to enjoy the great outdoors, visit places large and small throughout the UK and Europe and enjoy more holidays, whether active or relaxing, more often.”

Three leading agencies have been appointed to deliver the campaign. Burn Marketing (Voted UK’s No 1 DM/CRM Agency 2014) and Capella PR (Small Consultancy of the Year 2014) are both London based with digital and web consultants Etch UK (Wirehive 100 top 25 digital agency ) residing in Southampton.

Christopher Macgowan
@motorhomenews