Squad Goals – Launching Eurocamp’s newest holiday home accommodation

objectives

When Eurocamp unveiled its new Ultimate Plus Double Accommodation, it sought a launch campaign idea that resonated with consumers as deeply as the accommodation itself. Known for our track record of crafting relatable and impactful campaigns rooted in consumer insight, Eurocamp knew that Smoking Gun could deliver above its typical press office outreach.

The mission? Not just to introduce the accommodation to the market but to elevate brand awareness and appeal to new audience segments. We created a multi-faceted campaign designed to do more than just showcase a new offering – it positioned Eurocamp as trendsetter in travel and the go-to family holiday provider that truly understands and delivers what holidaymakers want.

Objectives

Build brand awareness and salience with new audience segments
Drive a wide range of media coverage to extend brand reach
Increase brand visibility across digital channels
Drive traffic to site
Reinforce ‘possibilities’ messaging

strategy

To build brand salience for Eurocamp, Smoking Gun developed a multi-faceted and comprehensive media strategy which leveraged the team's expertise in communications which not only change perceptions, but also alter behaviours.

Here’s how we did it:

Leverage consumer insight: We tapped into consumer trends to identify the biggest shake-up to summer holidays in generations. We christened this the ‘Holiday Squad’ trend in the UK which sees frazzled and cash-strapped families increasingly sharing holidays with friends.

Expert positioning: Teamed up with a family psychologist to provide the expert insight into the benefits of ‘Holiday Squad’ trips and the reasons why families are opting for these holidays.

Educational Content: Devise a set of do’s and don’t for the perfect holiday with friends and a guide to a ‘Holiday Squad’ holiday informed by our psychologists expertise, to position Eurocamp as a solution-focused holiday provider.

Targeted media: Crafted a compelling press release announcing the launch to media and utilised our extensive network of national, regional, travel and lifestyle media contacts to ensure widespread, relevant coverage.

Engaging quiz: Developed an online compatibility quiz which determined how compatible friends and their families were for a holiday together, which sat on a designated campaign landing page, to drive clicks and traffic through the website.

implementation

Through a media relations approach, we captured the attention of regional, national and lifestyle media through a launch press release which positioned the new Ultimate Plus Double holiday home as THE accommodation for ‘Holiday Squads’.

The release was underpinned with our brand new consumer insights and survey results, shining a light on the growing travel trend. The press release also worked to inform audiences on the new accommodation detailing the features of the accommodation and seamlessly integrated how these features are perfect for what holidaymakers love about ‘Holiday Squad’ trips, including a shared decking perfecting for sipping wine whilst watching the kids play together.

The compatibility quiz was featured as a compelling call to action within the release—an interactive way to get holidaymakers excited about who they’d want to holiday with and most importantly, who they’d choose to share the new Eurocamp Ultimate Plus Double accommodation with.

results

85 million

overall reach

75

average DA

7 national hits

including in key audience titles such as Sunday Mirror, Sunday Express, Daily Star on Sunday, The Sun and National World

NetMums

coverage secured to successfully introduce Eurocamp to new audiences

results

85 million

75

7 national hits

NetMums

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