Manchester’s Squad, ‘the business consultancy meets creative agency’, has unveiled a new advertising campaign for Eurocamp.
The businesses began working together in April 2018 and Squad was given a brief of developing a brand strategy to tackle “outdated perceptions” of the 45-year-old brand.
The advertising campaign consists of two 30-second television commercials and five online films. Each film follows a different family – including the Never-sit-stillers and the Chillers – as they embark on Eurocamp holidays.
The campaign also includes 10-second television commercials, Nickelodeon Junior sponsorship idents and extensive social media activity.
Media planning and buying was handled by Running Total and production was by The Gate working with Director Si Mulvaney.
Rob Gray, Strategy Partner at Squad, said: “Eurocamp’s previous positioning wasn’t addressing the brand’s fundamental perception issues and the advertising had become disconnected from it. “To tackle this we needed to root the brand in the product again. Our key word was ‘possibilities’ based on our observation that Eurocamp holidays offer more variety than people think.”
Chris Hilton, Head of Marketing at Eurocamp, added: “The new positioning Squad have developed with us during 2018 provides a foundation to support our ambitious growth plans to bring more people to the Eurocamp brand.
“The new campaign marks the introduction of the new positioning and is designed to make people to reconsider the brand.
“We believe there is a huge opportunity to showcase how Eurocamp has evolved and how it can offer a holiday that’s the perfect fit for lots of different families through the breadth and flexibility of our offering.”
