Advertising Campaign

Brief

Working for the Haven Caravan Sales arm of the business, we were tasked to produce a campaign that would need to generate 310 leads in 16 weeks for one of their Dorset based Holiday Parks. A strong understanding of the park target audience was imperative when producing creative for this campaign. In-depth competition analysis and park visits were also a key exercise for us in order to achieve their planned target.

Our approach

Location is the big hook to this target market. Here, we borrowed from the renowned reputation of Sandbanks and Poole Harbour being a very desirable location. The whole region is spectacular, with so many must see destinations within easy reach of the park. This was the first of our unique selling propositions. 

Lifestyle was next – and very important. This is a way of life that brings families together. By being emotive, we were able to show people the joys of owning a holiday home at Rockley Park. 

Affordability. The campaign message must be all about your dream holiday home being within reach. The great value starting prices for the holiday homes, along with the finance options available, helped to make this an affordable reality. The park also offers ‘owners only’ access to facilities such as a pool, gym, and spa etc., which added value to the proposition being offered.

Don’t just dream it. Live it.

Results