Consumer: Cool caravans lodge their wider appeal

The Haulfryn Group, one of the UK's largest holiday and residential park operators, wanted to raise awareness of its brand among a wider group of people looking to buy a holiday home.

Haulfryn Group changed perceptions of caravans
Haulfryn Group changed perceptions of caravans

Campaign: Making the Caravan Cool
Client: Haulfryn Group
PR team: Remarkable
Timescale: June 2011-June 2012
Budget: £16,800

OBJECTIVES
  • To change perceptions of the traditional caravan
  • To promote Haulfryn as a luxury holiday home provider.

STRATEGY AND PLAN

A story around the sale of a seafront caravan for £500,000 in The Warren, north Wales, was presented to the press, highlighting the luxury features of the caravan. Remarkable used the name 'lodge' rather than 'caravan' and sold in Haulfryn's luxury ethos to key national newspapers and women's consumer magazines in print and online. Journalists were invited to visit to generate articles and reviews.

MEASUREMENT AND EVALUATION

The initial seafront caravan story generated 15 pieces of coverage across regional and national print, broadcast and online target media, including the Daily Mail and ITV Wales. During the rest of the year, there were 130 pieces of coverage.

RESULTS

Twelve lodges were sold at The Warren, generating £6m in turnover. Haulfryn's website attracted almost 100,000 extra visitors during the campaign period.

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