Eurocamp has appointed Manchester-based creative agency Squad to launch a new campaign designed to shift perceptions of outdoor accommodation holidays and attract a new generation of customers across Europe.
Squad will develop a fresh creative platform that builds on the success of Eurocamp’s “More Possibilities” brand positioning. The new campaign will seek to place Eurocamp’s accommodation at the heart of the story – from their lodges to new innovations like their tipis – showcasing how today’s Eurocamp offers more than people might expect.
Launching in Winter 2025 across six key European markets – the UK, Ireland, Netherlands, Belgium, Germany and Poland – the campaign will feature a substantial seven-figure investment across above-the-line media including TV, cinema and digital video.
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The creative strategy is grounded in extensive new consumer research which highlighted that, while Eurocamp is well known for delivering fantastic family holidays with pools, slides and sunshine, accommodation perceptions have not kept pace with the product experience. The new campaign aims to challenge lingering stereotypes of “holidays under canvas” by celebrating the quality, variety and comfort of Eurocamp’s modern accommodation – a true gateway to memorable European adventures.
Pre-testing of the creative concept has delivered excellent results, according to Squad, with strong emotional engagement, breakthrough on distinctiveness, and a marked improvement in perceptions of quality and desirability.
Ross Matthews, Chief Marketing Officer at Eurocamp, said: “We’re thrilled to be working with Squad again. As Eurocamp continues to grow across Europe, we need a campaign that reflects who we are today – a modern, flexible holiday brand with standout accommodation and experiences in amazing locations. Our Ultimate Plus with Tipi accommodation is just one example of the innovation we’re bringing to market. Research confirms we’re renowned for great family holidays outdoors – and we now want to spotlight the accommodation that makes those holidays so special.
“Most importantly, this campaign is about acquisition. Once customers try us, our retention rates are incredibly strong. This is about welcoming new families to the Eurocamp experience and showing them the joy of outdoor living – without compromise.”
Rob Gray, Managing/Strategy Partner, Squad, added: “The work we did in 2019 laid the foundations for changing how people see Eurocamp. This next step is bigger, bolder and more ambitious – a chance to help redefine the category and open people’s eyes to what a Eurocamp holiday really looks like today.”
David Barraclough, Creative Partner, said: “Eurocamp operates in a highly competitive market dominated by major package and self-catering brands. This campaign has to be distinctive, confident and creatively disruptive – and that’s exactly what we’re building together.”
