The only UK new season launch event
Omnichannel marketing to drive ticket sales
Nationwide coverage to capture a wider audience
Setting the creative theme of six consecutive NCC Events to increase their visitor footfall for The National Motorhome & Caravan Show, and The Camping, Caravan & Motorhome Show, two of the UK's biggest leisure vehicle shows.
As motorhomes and caravans are often associated with the traditional older generation, NCC Events needed to broaden the appeal of both events to a wider audience, specifically targeting the next generation of couples, families and pet owners. To do this the event branding for both shows needed developing, not only to retain existing leisure vehicle enthusiasts but also to inspire potential new owners too.
The concept behind this event theme was to inspire UK holidaymakers with a creative that includes scenic photography to showcase all the amazing places people can travel to through camping or with a leisure vehicle. Featured in the creative are various cut outs of their caravans to emphasise range, alongside photography of a couple to represent their target audience. The red brand colour stands out amongst the black and white photography, ensuring the important information such as, the event date, location and ticket prices are clear.
As this event was more family orientated, we wanted to showcase the adventurous side of camping, which opens people up to a world of outdoor adventure. With a mix of illustration and photography, the design was fun, bright and family-friendly. Parents, children and even dogs are featured within the campaign, emphasising the versatility of the great outdoors, and how a motorhome or camping experiences allow families to explore more together. Due to its flexibility, the creative not only captured the sentiment of the show but also worked across a multitude of marketing assets.
From event branding, an eye-catching M6 digital display, email marketing and press advertising, the event concepts helped bring both shows to life across all marketing avenues, boosting ticket sales for a sell out show.
- The NCC Events Team