CARRY ON
CAMPING

CARRY ON CAMPING

Channel Mix

  • Print
  • Email
  • DOOH
  • Digital Display, Video & Audio
  • Social Boost

Challenge

If you’re into camping, you’ll know there are two key clubs to join but you might not know why ‘The Camping and Caravanning Club’ offers you greater benefits. 

Our task was to engage the in-market, empty nester audience with the club’s USPs, so they understood their benefits, signed up and booked pitch nights.

Solution

We developed a conversion funnel media strategy, weighted towards highly measurable formats across digital and in-market publications that worked seamlessly with our client’s own channels that they managed in-house.  

The flexible media buy allowed for month-to-month optimisation based on data-led decisions with the client. A bespoke, editorially driven video campaign mid-season, drove incremental engagement with the highest video dwell times recorded with the media owner.

Results

Media results showed a strong reach, frequency and engagement with the target audience and 15% negotiated added media value. 

Post-covid targets were difficult to predict, however The Club just had a strong year in terms of memberships and bookings thanks to media support and despite heavy competitor activity in a cost sensitive market. Cheeky also supported other divisions of The Club with media planning, buying and execution. Certificated Site sign ups, Ready Camp and their Arrival RAC partnership. The Club was also able to leverage Cheeky’s creative and production team to support their in-house creative team with asset production.

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