Campaigns Showcase: Consumer - Remarkable Group - Caravans given cool appeal

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

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 purchase a holiday home.

Objectives

- To change perceptions of the traditional caravan

- To promote Haulfryn as a luxury holiday home provider.

Strategy and plan

The campaign began with a story around the sale of a luxury seafront caravan for £500,000 in The Warren, north Wales. Although Haulfryn wanted to move away from calling its lodges 'caravans', Remarkable successfully pushed to initially maintain the caravan name to grab the attention of journalists and target audiences alike.

Measurement and evaluation

A total of 32 journalists from a wide range of consumer titles have visited Haulfryn's parks over the past year.

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. Interest generated by the story also resulted in a visit to one of Haulfryn's luxury lodge retreats by The Sunday Times. During the rest of the year, there were 130 pieces of coverage.

The Warren was used for filming by C4's Hollyoaks.

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.

Enquiries to Haulfryn's call centre increased by 12 per cent over the period of the campaign.

HINDSIGHT - LYNDSAY SCANLAN, ACCOUNT DIRECTOR, REMARKABLE GROUP

For this campaign we were given the task of shifting the perception of the traditional British caravan holiday, towards the modern and vibrant concept of the luxury holiday lodge.

'Making the Caravan Cool' underpinned a strategy to reshape outdated, preconceived ideas of the static caravan park - creating an image of a luxurious home away from home.

We launched the campaign to coincide with Haulfryn's biggest ever sale - a £500,000 seafront lodge in upmarket Abersoch - an area more used to welcoming Premiership footballers than middle-aged men.

The deal attracted widespread media attention, generated record visitors to Haulfryn's website and contributed to an additional 12 lodge sales.

Following the launch activity, we steadily adapted Haulfryn's key messaging across all offand online platforms, to achieve a smooth transition from referring to Haulfryn's products as caravan parks to luxury lodge retreats. Remarkable sold in the Haulfryn luxury lifestyle to the national press and women's consumer titles.

The results have been phenomenal. The company's web traffic was up by 180 per cent. Enquiries to Haulfryn's holiday bookings call centre increased significantly, and brochure requests were up 17 per cent.

A proactive media outreach campaign resulted in 32 press visits from publications including The Times, The Sunday Times, The Sun, Daily Mirror, Daily Mail, Chat, Take a Break and Woman's Own, generating positive press coverage.

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