Creative studio Squad has devised a new brand campaign for holiday company, Eurocamp, which aims to attract a new generation of customers from across the continent.
Spanning cinema, TV, OOH, radio and social, TV elements have launched in the UK and Ireland. This will be followed by Radio and OOH elements through January.
The work will continue through to March in the UK, ROI, Germany, Netherlands and Poland, with the campaign aiming to shift perceptions of outdoor accommodation holidays.
The overarching idea behind the work, ‘Eurocamp opens the door to more’ builds on the success of the ‘More Possibilities’ brand positioning that Squad developed in 2019 and showcases the range of activities and the high level of comfort to be found across the brand’s many locations.
Eurocamp Chief Marketing Officer North Europe, Ross Matthews, explained: “This work sets the foundation for profitable growth across our European markets in the years ahead. Our ambition goes beyond short-term activation, it’s about building a stronger, more distinctive brand that reaches new audiences, attracts new customers and fuels sustainable growth over the medium and long term.”
The new campaign places Eurocamp’s accommodation at the heart of the story – from stylish lodges to exciting new innovations such as the Ultimate Plus with Tipi, Eurocamp’s most luxurious, spacious offering, combining a high-end, air-conditioned mobile home with a separate canvas Tipi and featuring premium amenities. The creative showcases how a Eurocamp holiday offers far more than people might expect.
Rob Gray, Managing/Strategy Partner at Squad explains: “Putting the huge breadth of activities and amenities at the heart of the creative enables Eurocamp to showcase everything that lies on the doorsteps of its many, varied sites. It highlights the impressive range of holidays that can be enjoyed from a Eurocamp park and the proximity to beautiful countryside, fascinating cities, beaches and sporting and cultural adventures.”
David Barraclough, Creative Partner said:”Our campaign blends cinematic realism with fantastical VFX. It’s a story of possibilities, ease, and freedom. The lodge door becomes a portal to new activities and places, dramatising the ease with which a Eurocamp holiday caters to every family and every individual in a way no other holiday can. The portal also features in the OOH campaign launching alongside the film.”
“A holiday with Eurocamp means you can do as much or as little as you want all in one day,” adds Chris Hilton, Eurocamp Brand Marketing Director. “We were particularly impressed with the pre-testing results for this campaign. System1’s ‘Star Rating’ measures an advert’s long-term brand-building potential based on the audience’s emotional response, so with our score of 5.0 considered “exceptional”, this provides confidence that the campaign has strong potential to generate interest in the brand. Squad has effectively communicated the style and comfort of our accommodation and the huge range of what’s on offer at our sites across Europe. We hope that it will entice more customers to come and enjoy all that we have to offer – from kayaking and waterparks to castles and medieval cities, beaches, pools, sports and much more.”
