Marc Dreckmeier, Head of Marketing & PR at the CIVD, accepted the prizes at the festive awards ceremony in Cologne’s Musical Dome: “The fact that caravanning has undergone a positive image change and is constantly winning over new customers is due not least to our image campaign. We are proud that our work has been honored with these two great awards.”
Campaign shows uniqueness and multifacetedness of Caravaning
With the image campaign, the caravanning industry strengthens the positive perception of the vacation form and encourages even more people to discover vacations with motorhomes and caravans for themselves. In 2018, the CIVD expert committee for public relations developed a campaign briefing that relied heavily on emotionality and authenticity. In the pitch, the concept of the Frankfurt creative agency Huth + Wenzel was the most convincing. The main advertising medium is moving images that take viewers on an individual journey through impressive landscapes. Sympathetic and candid actors experience unforgettable moments – from adventure to relaxation – that are only possible with a recreational vehicle. In this way, the multifaceted nature of the vacation form is captured. “Being able to design your vacation in a flexible and self-determined way has never been more relevant than last year. The campaign motto “You can do everything. But you don’t have to.” summarizes the caravanning unique selling proposition. We are very pleased that the campaign’s strong impact on the industry and the association has been recognized with two awards,” says Andreas Liehr, Managing Director of Huth + Wenzel.
TV provides reach, young target groups are addressed digitally
Television is the medium of choice for achieving the greatest possible reach among target groups with an affinity for caravanning. The TV spots are broadcast in premium environments on the public channels and in high-quality formats on the private channels. The campaign will also be staged in an eye-catching and authentic way on Facebook, YouTube and Instagram. Newsletters and online advertising, which appeals in particular to younger people, round off the digital communication. All advertising measures lead to the info portal caravaning-info.de. With exciting videos, it offers vacation inspiration and comprehensive tips for newcomers. Those who want to try out caravanning will find dealers and rental companies in their vicinity as well as all the information on caravanning trade fairs. All digital measures are answered for by the Frankfurt digital agency gentlemen of the creation.
Successful cooperation in the industry – new campaign launched
The two mediaV awards join the CIVD’s already well-filled collection of titles. The campaign had won the prestigious German Brand Award last year, and previous campaigns had also received multiple awards. The fact that successful cooperation in the caravanning industry is by no means a matter of course is emphasized by CIVD Managing Director Daniel Onggowinarso: “Our more than 180 member companies are often competitors with partly different interests and ideas. Nevertheless, we manage to work together constructively on many issues. This sets us apart from many associations and is a guarantee for the wave of success on which our industry is swimming.” In addition, Onggowinarso praises the work of the “Frankfurt trio” of association and agencies: “Big thanks to our agencies, the production company, director Felipe Ascacibar, cast and crew for their strategic, creative and operational strength.” The CIVD will continue to rely on the well-coordinated team in the future. A new campaign was launched at the beginning of August, because “even the best advertising regularly needs fresh impetus,” says the association’s managing director.