Image Campaign

Whether always on the move or in well-deserved rest, everything according to plan or spontaneously quite different – traveling with the motor caravan and caravan stands for self-determined and self-sufficient vacation off the beaten track. And for active as well as relaxing moments close to nature at dreamlike places. No matter what kind of experience vacationers choose – with caravanning, the motto is always: “Just be at home anywhere.”

In order to illustrate this flexibility and the multifaceted nature of this form of vacation, and at the same time to encourage even more people to discover vacationing with a leisure vehicle for themselves, the CIVD is once again relying on a new comprehensive cross-media campaign, at the center of which are new TV commercials. Due to its high reach, television is the best medium for achieving the greatest possible attention among target groups with an affinity for caravanning. The spots can be seen in the tried-and-tested premium environments such as news and sports coverage on public broadcasters. Infotainment formats on n-tv, Welt and Eurosport will also be featured.

The TV commercials show unique vacation experiences that are only possible with a recreational vehicle, and likeable and candid actors take viewers on an individual journey. The three core target groups (young active vacationers, families with children and best agers) experience the fascination of caravanning in an emotional and authentic way. This encourages existing customers in their decision and inspires completely new target groups for caravanning for the first time. And it works: Vacation with motorhomes and caravans has experienced an image change, to which the campaigns of the association contribute crucially.

The films were shot exclusively in Germany. This pays tribute to the current trend toward vacationing in one’s own country, and Germany, from the coast to the Alps, has breathtaking and multifaceted landscapes to offer that reflect the diversity of caravanning.

Brand cooperation

When working with cooperation partners from other industries, the Caravaning Industry Association and its marketing company Caravaning Informations GmbH (CIG) regularly succeed in increasing the reach of the caravanning advertising campaign and reaching new target groups with an affinity for caravanning.

The caravanning industry association CIVD has won the German Brand Award 2020 in the category “Excellent Brand – Non-Governmental Organization”. The German Design Council awards the renowned prize to honour the best achievements in brand management and its effectiveness. With 1,200 submissions from 14 countries, the award was again able to achieve a great international resonance in 2020. The jury of independent, interdisciplinary experts honoured the old image campaign, with which the CIVD advertises the holiday form of caravanning. Holiday with motor caravan or caravan stands for individual and self-determined travel. The fact that more and more people are becoming aware of this and that caravanning has experienced a positive image change, especially among younger target groups, is not least due to the industry’s successful marketing activities.

The current campaign for which CIVD’s Public Relations Committee develop a briefing that focuses on emotionalism and authenticity, is still running. However, the concept for a new one is already in the drawer since even the best advertising needs fresh impulses regularly. The GBA is an additional incentive to further develop the successful measures.