Brahm PR has hit the road on a pounds 500,000 budget campaign to make
touring caravans sexier.
The Leeds-based agency beat three other agencies in a competitive pitch
to win the Tourer Marketing Bureau account which is thought to be worth
more than pounds 100,000 in fees.
The 18-month campaign will use the theme ‘Let Yourself Go’ and will
emphasise the freedom of touring caravan holidays. It will target
traditional users as well as less conventional caravanners, such as
golfers, fishermen and ramblers.
The campaign will attempt to offset the slide in touring van sales
which, since 1982, have dropped in the domestic market by more than
4,000, to less than 27,000 a year. It was this that prompted the UK’s 22
leading touring caravan manufacturers to set up the TMB four months ago.
Malcolm Cowing, Brahm PR’s deputy managing director, said the agency
would be investing in caravanning’s image to change ‘the traditional
image of the touring caravan, which is that it holds up the traffic and
you don’t know what to do with it in the winter’.
Cowing said the agency would provide a press office, market research,
national editorial initiatives, media facility visits and promotions.
The campaign is geared to climax between December and May, the
traditional caravan-buying season.
Richard White, a TMB committee member said the bureau had chosen Brahm
because it offered a full marketing mix of PR, market research, direct
marketing and advertising.