Eurocamp celebrates rebrand with national TV advertising campaign created by TBWA Manchester
Eurocamp is marking its rebrand with a new national TV advertising campaign, set to debut on Boxing Day (Thursday 26 December) and run until 30 March 2014.
Based on the notion of 'holiday liberation' the campaign, created by TBWA Manchester, features a diverse group of holidaymakers speaking, shouting and singing the lyrics to John Barry's 'Born Free' in a bid to capture the freedom and flexibility of a Eurocamp break.
Tasked with broadening the appeal of the outdoor holiday specialist TBWA Manchester set about to promote the activities, informality and togetherness Eurocamp holidays offer.
Three versions of the advert will run into March 2014, with a 60" brand-focused launch advert that will feature heavily to begin with. Two 30" executions - a cut down version of the brand-focused ad and a direct response version with voiceover - will run later.
"Born Free really brings our notion of ‘Your holiday, liberated’ to life in a fun and memorable way. Re-launching Eurocamp and reaching out to new audiences through this integrated marketing campaign will allow us to communicate all the possibilities of a Eurocamp holiday," said Chris Hilton, head of brand at Eurocamp.
Additionally Eurocamp is also targeting specific audiences with sponsorship activity on the Good Food TV channel and Nick Jr, as well as digital audiences through ITV Player and 4oD. A new Eurocamp website will be unveiled early next year.
Content created with:
TBWA
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