The National Caravan Council had been running outdoor lifestyle events for 8 years – the Motorhome & Caravan Show and the Caravan, Camping and Motorhome Show. We were invited to a competitive pitch for the campaign concepts for both shows.
They told us their visitor numbers had been consistent for 10 years and that after some research of their own, they were looking for a fresh approach. The previous advertising had traditionally been a montage of manufacturer footage and images and very left-brain in its thinking. This was something they were open to be challenged on and so we got to work.
We know from the research and analysis work done by Les Binet, Peter Field and Orlando Wood that right-brain advertising (appealing on an emotional level) is more effective at long-term growth – based on 18 years of IPA data it’s hard to argue with. It builds memory structures and brand salience, ultimately increasing ROI but on top of that, it has also been proven to improve the effectiveness of short-term activation. A perfect marriage for the NCC shows.
Our research showed that staycations and eco-tourism were on the rise and helped us define audience profiles for each of the shows. 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 go for those starting out on their outdoor adventure. Our ‘before you get out there, better get in here’ campaign featured campaign imagery of a family unit enjoying a great British staycation.
After years of promoting their show and its offering in a left-brain, literal way, NCC really embraced the new direction.
The campaign incorporated specialist press, radio, TV, OOH and exhibition design. We partnered with Method In Motion to make the tight TV budget work and – with the weather gods shining down on us – we shot the ad over a day and a half on Lake Buttermere. The amazing team at SM2 were on hand to capture the still images and radio was recorded by the hugely talented Brian Savin.