The Camping and Caravanning Club has launched a new online marketing campaign, called ‘Don’t mention the Weather’, designed at promoting great British days out to the 13 million people in the UK interested in camping.
Digital media agency Agenda21 will use highly targeted online display advertising to promote camping and caravanning and a new microsite built by Alphaquad, which highlights activities in each region of the UK that can be enjoyed in all weather conditions.
Website visitors can book campsite pitches discounted by 30 per cent.
The Camping and Caravanning Club helps campers and caravanners make the most of their hobby, providing over 3,000 campsites across the UK and worldwide for their 550,000 adult members.
Agenda21 will use search retargeting from Forward Digital to advertise to people who have searched for a camping-related query on Google, BING! and Yahoo!
Built in-house, digital creative in a range of formats uses cartoon imagery and a friendly call to action, allowing holidaymakers to discover and read about selected regions, then book a campsite online or by telephone.
This new campaign is supported with lookalike targeting from Quantcast and real-time bid media with MediaMath to recruit new members to the club, also managed by Agenda21.
Pete Robins, Managing Partner at Agenda21, explained: “We combine data analysis with the best new technologies on the market to test and optimise campaigns and make the most of each client’s budget. Search retargeting enables us to display online advertising to consumers who have typed terms like ’camping’ into a search engine so we know that they are in-market. This complements our existing online display activity with different messages for distinct audiences at different points in their decision-making process.”
Dawn Henton, Sites Marketing Manager at The Camping and Caravanning Club, added: “There has been so much doom and gloom about the bad weather this year, but research shows that people are searching for opportunities to get together and enjoy themselves. The microsite from Alphaquad helps identify so many fun attractions that people can visit if they camp nearby. We were really impressed with Agenda21’s ability to find new ways to target different audiences and keep extending our reach to as many of the 13 million UK residents disposed to camping as possible.”
The new microsite, www.dontmentiontheweather.co.uk, is live this week with search retargeting activity running until September.