The National Caravan Council had run rational advertising for years – 'come here and see stuff'. Visitor numbers had plateaued and they needed a fresh approach.
Analysis done by, Binet, Field, and Wood shows that advertising which appeals on an emotional level is more effective at building a brand long-term while still impacting short-term activation – the same cannot be said of the reverse.
With research highlighting that staycations were on the rise, this idea honed in on the benefits of getting outdoors – not indoors for the show. Positioning the predominantly leisure vehicle-focused event as being "For the biggest of adventures". Breath-taking imagery of British landscapes really captured the feeling, creating an emotive connection with the audience. Split-image art direction alluded to one adventure rolling into another.
The smaller show was positioned as the perfect place to start your outdoor lifestyle with "Before you get out there. Better get in here", capturing a family enjoying a staycation.
The campaigns ran across specialist press, radio, TV, Outdoor, and exhibition space. After years of promoting its show in a literal way, NCC really embraced the new direction and saw an 8% rise in ticket sales. And we know from Binet and Field's work that the impact should ripple across forthcoming years.
