We’re very proud to announce the launch of ‘Freedom to Go’- a national, industry-wide campaign promoting the lifestyle benefits of camping, caravanning, motorhomes and holiday parks.
Our work for the National Caravan Council is designed to attract new audiences, drawing on the appeal of the great outdoors and the lifestyle benefits this type of UK break affords.
BURN’s print advertising and inserts will be carried across key national press titles throughout the year and our digital advertising includes programmatic display, re-targeting, Facebook and PPC. BURN’s remit includes planning, media buying, creative and implementation for the integrated campaign, which is supported by a content rich website (www.freedomtogo.co.uk) built by Etch.
While much of the digital campaign will be optimised in real-time, we also plan to further optimise creative execution, using our unique tool ‘Proven Creativity’. So creative throughout the campaign will change, in line with audience feedback, just as the website content will increase.
‘A key objective of the campaign is to decrease the average age of leisure vehicle ownership by five years and get new entrants into the market’, our client Jennifer Summers said. ‘In order to do that, we aim to turn the perception of camping and caravanning on its head and illustrate the appeal of this type of holiday to modern families and adventurous travellers alike’.
Anthony Trevelyan, Chairman of the Industry Promotional Campaign Working Group said: ‘I am delighted that the industry is coming together to launch this important initiative. We as an industry have a wonderful offering, it is all about the lifestyle, freedom and exploration. These are the benefits we must communicate effectively through this national campaign’.
We will bring you campaign updates but meanwhile, do visit www.freedomtogo.co.uk, have a look around and plan your next holiday.