CCM Show February 2022

Campaign Creation

Services

  • TV
  • Video
  • Animation
  • Art Direction
  • Storyboarding
  • Creative Concepts

Summary

Flights were cancelled. The great lock-in was getting too much. People were longing for an adventure, and a ‘staycation’ started to sound more appealing than ever before. This meant that the Motorhome and Caravan Show had a bigger audience than ever. People from different backgrounds and age brackets had exploded from the big ‘staycation’. People had re-discovered the UK and realised they actually quite liked it.

We needed to create a campaign to show people they could get back out there, and the equipment they needed was right in front of them. Enthusiasts that go to the show every year. Families that had embraced the great outdoors. Young couples with a new found freedom. At the same time make it clear what the show offered them and what they would see when they got there.

Pre-show promotion had never been so important. It was the first time you had to buy a ticket upfront – no ‘on-the-door’ sales. We had to encourage a potentially nervy crowd back together again.

We worked closely with our client and media partner to open the show up to more people than ever before. Social media, press adverts, inserts, leaflets, digital billboards, radio and TV adverts. You name it, we delivered. People needed to know this is ‘the UK’s biggest show’ and we had to help them. Needless to say, it was a sell-out.

Having visited the show ourselves, we can proudly say that all hard work paid off. The purchase of tickets upfront helped to create urgency. Exhibitors felt the success too. Many had some of the best sales they’d ever seen. Here’s to the next one.