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Driving 1.5 million new visitors to a campaign.

The National Caravan Council wanted to launch a campaign and so the Freedom to Go brand was born.

Etch were only brought on board the project quite late, so we had just under 8 weeks to do everything... no small challenge!

Our goal was to understand how to decrease the average age of leisure vehicle ownership by five years, whilst increasing new entrants into the market.

To do that we aimed 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.

From the very start we spoke to the audience, undertook research, created the online personas with their ‘jobs to be done’ and developed a world class user journey.

This all helped to create a beautiful responsive site which championed this initiative and gave a real opportunity to demonstrate how this fantastic leisure pursuit gives people the freedom to enjoy the great outdoors.

Since the launch of the new website

Database has grown by over 75,000 new customers.

We’ve driven over 1.5 million new visitors to the site who viewed over 4 million pages*.

Database sign ups and visitor numbers continue to increase month on month as we iterate and develop the site further to improve the user experience.

We also work with the in-house client marketing team to continue driving the traffic to the site.

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* Figures as of early 2019

The team at Etch are as committed to delivering our projects as we are - they go the extra mile and then some.

Etch are an extended part of our team and we enjoy working with them. Not only are they experts in building websites but also in generating creative ideas and pushing boundaries.


Jenny Summers - Group Marketing Director