Kimberley Caravans

With a broad brief of hitting a narrow market of caravan and motorhome purchasers over the age of 40, we developed a creative multi-channel campaign hooking onto the UK reaching the end of the Covid-19 roadmap and discovering where people were desperate to visit for their first taste of freedom in over a year.

Background

Kimberley Caravans is a national caravan and motorhome dealer. We have been working with Kimberley since May 2021, supporting an increase in its trade media presence and developing unique consumer focused campaigns. Having identified a timely opportunity to communicate with Kimberley’s primary audience and client base of  age 40+, the ‘Staycation Nation’ was born.

Our approach

We commissioned a national survey in late June to reach more than 1,900 adults aged 35 and over who own a caravan or motorhome. Participants were asked which UK destination they planned on visiting once coronavirus restrictions were fully lifted in July.

Using the results, the top UK staycation destinations were revealed. We produced five regionalised press releases with added comment from relevant tourist boards. These were sent to the top five most popular locations, as well as versions for national media and the industry trade media, with a bespoke graphic summarising the findings.

Utilising Kimberley’s existing online channels, we produced five website blogs and a social media schedule including a competition requesting nominations for those who need a break after lockdown, with the winner receiving a stay at the top destination.

Results

Competing with a strong news agenda, a total reach of over 600,000 was achieved and coverage featured in key titles including the South Wales Argus, Lancashire Evening Post and Camping and Caravanning.

The social media competition reached more than 18,000 people, receiving more than 50 entries and generating more than 1800 engagements within the target audience.

This website uses cookies

We inform you that this site uses own, technical and third parties cookies to make sure our web page is user-friendly and to guarantee a high functionality of the webpage. By continuing to browse this website, you declare to accept the use of cookies.