Be Broadcast has been appointed on a retained basis to lead the communications strategy for LodgesAndCaravans.ForSale, a new consumer-first platform backed by Location,Location, Location host Phil Spencer and built to support caravan and lodge owners in a sector facing growing scrutiny around transparency, consumer protection and fairness.
The appointment follows a competitive pitch process and comes at a pivotal moment for the holiday park market. Recent broadcast investigations, including Panorama, have sharpened attention on the experience of owners and intensified calls for stronger protections.
UK industry data suggests there are around 6,100 to 6,200 holiday parks and campsites across the UK, with roughly 439,000 to 440,000 pitches in total (including touring, static and lodge pitches). Official Census analysis in England and Wales also points to around 69,000 to 71,000 second addresses used as holiday homes, showing the wider scale of holiday home ownership.
Central to the partnership is Be Broadcast’s proprietary insight tool, Mission Control, which analyses how audiences perceive issues and how those issues are represented across UK broadcast and national media. That insight has shaped a sustained communications strategy focused on reaching the outlets and formats owners actually use and trust, informed by direct community listening and engagement.
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The brief spans national and regional broadcast, print and online media, and the programme is built around sustained engagement and planned peaks of activity, with owner experience at its core.
The first phase of activity launches today (Monday January 12) and has already secured coverage across 85% of Be Broadcast’s tiered target media list, including the Daily Mail, Daily Telegraph, Express, The Independent, GB News, BBC News, Sky News, targeted BBC regional outlets around holiday parks, and commercial radio.
As part of the programme, Be Broadcast has created an owner-led insight dossier based on original research among UK caravan and lodge owners with a strategic rollout to continue targeting specific industry stakeholders.
The work captures the realities of ownership, including pressures, benefits when it works well, and the personal impact when it does not. It is being used to support credible media storytelling and strengthen the case for better consumer outcomes.
Josh Wheeler, Founder of Be Broadcast, said: “This brief is a real sweet spot for us. Be Broadcast exists to take on issues that affect everyday lives, and we have a track record of building campaigns that do more than generate coverage. Mission Control helped us understand what owners are seeing, hearing and believing, then shape a plan around how they actually engage with the media – not just any old results for the sake of it.
“Working with Robert and Phil has made that possible. They were clear on the outcome they wanted, then backed our guidance let us act on it. That level of trust is rare. We’re proud of the early results, but the aim is bigger than media. We want this work to translate into practical change for owners and higher standards across the sector.”
Robert Kingsley, Founder of LodgesAndCaravans.ForSale, added: “We chose Be Broadcast because they recognised the stakes immediately. This is not a simple brand launch, it is a trust issue. Their strategy is built on evidence, community understanding and sustained pressure. Their output has already helped us reach owners through the outlets that matter, and it has given us a stronger platform to push for change.”
Phil Spencer MBE, property expert, TV presenter and shareholder in LodgesAndCaravans.ForSale, said: “People buy a caravan or lodge because they want security, enjoyment and a straightforward deal. Too often they end up dealing with uncertainty, rising costs and rules they did not understand until it was too late. Be Broadcast has treated this properly. The insight work is grounded in what owners are living through, and the communications are focused on helping people get clear information and fairer outcomes.”
Be Broadcast was appointed in Q42025, the brand launched on 12th January and the partnership will continue throughout 2026, with further insight-led moments, and owner-focused communications planned over the coming months.
