Transforming perceptions of Eurocamp

Digital PR Agency

PR & Reputation Management Company

objectives

As the UK’s leading European outdoor holiday specialist, Eurocamp has been cherished by countless British families for half a century. But for certain holidaymakers, this reputation had become a barrier to consideration.

Smoking Gun was tasked with countering this by shifting perception of the brand to transform it into a credible mainstream holiday option for all.

We took the brand to places it had never been before – carving out unprecedented coverage in consumer news and lifestyle sectors. Our activity drove extensive links back to the Eurocamp website, with a 180% growth in coverage year on year.

strategy

For many, holidays offer a chance to leave the everyday behind. They provide escapism, glamour and the unexpected.

For some however, Eurocamp failed to evoke these associations.

So, our objective was to counter these misconceptions and demonstrate how each of its 150 exceptional parcs offered their own unique personalities, from easy-going and authentic campsites to lively, full-of-fun resorts – ultimately providing the freedom to holiday however you like.

execution

As a result we combined our creative muscle with our powerhouse newsmaking expertise to reframe what a Eurocamp holiday consists of.

Through campaigns, robust, always-on press office activity and a carefully curated selection of influencers, we re-wrote the narrative around Eurocamp.

It saw us highlight the fantastic facilities available to holiday makers from the extensive accommodation options to the endless activities.

We also showcased the stunning Insta-friendly locations across Europe where the parcs are located, while making a virtue of the exceptional value for money the breaks provide.

And we leveraged Eurocamp’s 50-year heritage – to provide an expert voice on how we holiday today.

results

We took the brand to places it had never been before – carving out unprecedented coverage in consumer news and lifestyle sectors – alongside driving a 65% increase in travel page appearances.

We tapped into the media’s appetite for holidaying hacks, tips and advice alongside money-saving advice.

Our multi-channel nostalgic campaign that demonstrated consumer brand love, generated 25 media hits alone.

We provided trips for a range of family travel influencers to glowing reviews and content on socials which reflected their “exceeded expectations”.

And our activity drove extensive links back to the Eurocamp website, with a 180% growth in coverage year on year. This doubled referrals while increasing traffic and transactions.

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