Eurocamp is back working with Manchester agency Squad for the first time in three years, and a five-star rating for expected long-term brand growth for its new campaign from research platform System1 suggests the renewed partnership has started strongly.
Squad was given a tight brief to showcase the variety and quality on offer on a Eurocamp holiday while making the advert distinct and memorable.
The agency was told it was important to appeal to those with an independent mindset, who do not feel tied to certain holidays and schedules, and explain the concept to those who may still associate the company with just basic accommodation.
Eurocamp has invested heavily in its accommodation in recent years and has various types of mobile homes, lodges, and tents, with options ranging from basic to high-end, including premium and ultimate models with extra amenities.
The brief came following a year and a half of internal discussions, brainstorming and workshop sessions to define the messaging for the new campaign.
“We’re very excited by the results and really nailing the brief was the key to success. We were very clear about what we wanted, and the agency delivered,” said Eurocamp brand marketing director Chris Hilton.
“There has been an issue over the years where people associate us with just tents because of the name and it is important to us to show the different types of accommodation and the environment to help change perceptions.
“We need to grab people’s attention in December and January and make them reconsider their default holiday choice of just booking a package.”
Some tweaks were made in the edit to create the final product after early System1 testing indicated that more work could be done on ensuring viewers know they are watching Eurocamp from the opening seconds of the advert.
Meanwhile, early summer testing on the advert’s concept among a focus group of 25–55-year-olds showed 80% of respondents felt the advert had strong appeal while 92% said it was particularly distinctive and likely to grab attention on air.
For the first time in six years, Eurocamp has invested a six-figure sum on new content to create ‘Eurocamp opens the door to more’, which is currently airing and will aim to broaden the appeal of its 432 parks across Europe. And although the company’s broader multi-million-pound media spend is similar to last year, the mix is different to reflect changing viewing habits – around 50% of the media is on live TV targeting ABC1 viewers this year, compared to 75% last year.
Following the launch of TV, Video on Demand, cinema and social elements before Christmas, the campaign has been expanded with high impact radio and out-of-home (OOH) activity. The OOH strategy targets key cities and regional travel hubs via digital formats across roadside, rail and London Underground, while the radio campaign features a broad mix of stations headlined by the sponsorship of the ‘school run’ on Heart Radio.
It will also continue to use influencers to post content, although it will not push them to promote the campaign as they are “encouraged to create authentic content from the parks based on their own experiences.”
