Our client, Hoburne, a small family-run company with eight holiday parks across the UK, asked us to help them generate good quality, high volume leads for caravan sales throughout the year - not just in the peak holiday season.
Selling a caravan is not the same as selling a two week family holiday. People need to want to embrace a different, more relaxing way of life before considering owning a holiday caravan.
As well as this, we had to overcome the problem of the parks themselves being quite closed off; unless you go in, you don’t really know what you’re missing.
From brand indifference to brand importance
We knew that many of our prospective customers, labouring under the pressure of work and family life, felt lost: like they were not really living. What they really wanted was to be able to embrace life again, and build more authentic relationships with those close to them.
So we put PR front and centre to open up the different holiday parks for everyone to see, hear, touch and feel the Hoburne Holiday Park way of life for themselves.
We turned our PR activity into an ‘always-on’ news channel to create great shareable stories that showed how life at the park was always offering new ways to connect with the things and people most important to our potential owners. And it would show that a more meaningful way of life could be achieved all year round - not just for the yearly two week holiday.