Image Campaign
The holiday form caravanning is becoming more and more popular - the cross-media image campaign of the CIVD contributes to this success.
The TV commercials show unique holiday experiences that are only possible with a leisure vehicle. Sympathetic and unadulterated actors take viewers on an individual journey through the impressive and varied landscapes of Croatia and Slovenia and experience unforgettable moments – from adventure to relaxation. Thus, the facet wealth and the singularity of the vacation form are perfectly captured. The campaign motto “You can do everything. But you don’t have to” sums up the unique selling point of caravanning – to be able to organise your holiday spontaneously and self-determined. Emotion and authenticity were the top maxims when developing the concept, which is why the campaign was implemented with a real family and real friends who are actually caravanning enthusiasts.
Increased focus on younger target groups
In addition to the classic caravanning target groups of couples over 50 travelling alone with a semi-integrated motor caravan and young families with a modern caravan, young active holidaymakers are now also being targeted with their own TV spot. Three friends in their mid-20s experience a thrilling, unforgettable holiday trip in a compact, sporty and agile van conversion.
Consistent further development of successful predecessor campaigns
The impact of the three previous campaigns is clearly noticeable, as advertising analyses and, above all, the records for new registrations of leisure vehicles and industry sales show. Caravanning as an attractive leisure activity has reached every corner of society. The new, fourth generation of the campaign is now developing the previous, very successful measures in a meaningful way. The new campaign communicates more freshly and cheekily and thus sets new impulses.
Consumer portal caravaning-info.de and digital caravanning channels
The TV spots lead to the CIVD consumer portal caravaning-info.de, which offers all information about caravanning. Exciting videos, photos and travel reports ignite the desire for caravanning and offer experienced caravanning fans as well as newcomers tips and information regarding vehicles, destinations, vacation planning and useful accessories. With a few clicks interested visitors can find caravan and motor caravan dealers as well as information on caravanning fairs in their proximity. Here, members of the CIVD can present their company on their own sub-pages.
The advertising campaign is also presented on Facebook, Instagram and Youtube in an eye-catching and authentic way. The CIVD also maintains contact with interested consumers via a newsletter. The digital communication is topped off by significantly expanded online advertising, which appeals in particular to all those who cannot be reached via classic television.
The Caravanning Industry Association and its marketing company Caravaning Informations GmbH (CIG) regularly succeed in increasing the reach of the caravanning advertising campaign, reaching new caravanning-savvy target groups by cooperating with partners from other industry branches.