Making Caravans Cool
The National Caravan Council is an industry body representing the camping, caravanning and motorhome sector.
The NCC appointed BURN following a competitive pitch process to promote the benefits of camping and caravanning and to encourage a new generation to consider this type of holiday.
The NCC wanted to attract a younger audience into the market and modernise the image of caravan and motorhome holidays. To achieve this, we created and launched a new lifestyle brand: Freedom to Go.
Fresh look, fresh approach
We ran a national press campaign, designed to appeal to a broader target audience. Our creative featured a variety of people enjoying the benefits of the outdoor life - from the more traditional caravanners, to surfers in camper vans and festival goers in tents.
We increased the reach of the campaign through online and social advertising, leveraging engaging content to overcome perceptions.
Highly targeted creative
We targeted 3 different audiences with tailored creative executions in relevant media.
Generating reach on a budget
In the first month, we created over 30m OTS for the Freedom to Go campaign online and offline.
Driving traffic online
The campaign encouraged those interested to visit the Freedom to Go site. Over the first 9 months, we drove 300K unique visitors to the site, 5% of whom signed up to receive emails. We also created a social following of over 13,000 from a standing start.
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