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Creating a national awareness campaign to attract new audiences.

Background

In 2014 the NCC (National Caravan Council) 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.

Challenge

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

Throughout the project, we undertook research, created user personas and developed a world class user journey. This all helped to create a 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.

We also had under 8 weeks to do everything... no small challenge!

Results

"Since January 2015 we have seen almost 400,000 website visits and average weekly visits of c.10,000. We have built an opt-in database just shy of 25,000 contacts and a combined social following of over 14,500.

The Demographics (where we can track them) show that 68% of our current website audience - and significantly more of our social audience - are in our key target of the under-55 cohort."

Nov 2015

Experience

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.

3740837.jpg Jenny Summers Group Marketing Director at The NCC Ltd