NRMA "A whole new way to holiday"

OBJECTIVE

Acquire new customers from the young upcoming families segment to holiday parks & boost sales outside of key peak season school holiday times.
Follow on with the execution of the new branding for holiday parks to encourage trial of NRMA’s 4.5-5 star holiday parks by communicating that holiday parks are not like your traditional dingy caravan park.

Market research at the time indicated that people’s perceptions of caravan parks were dingy, old, & not an approachable holiday destination, particularly for young families.
Whilst under the same brand, each park was a different holiday destination, with a different accommodation mix, venue services & surrounding tourist attractions. Therefore, the venues also had different customer bases.
The campaign needed to be for all venues & adhere to the NRMA parent brand & new NRMA Holiday Parks brand guidelines.

Data extract brief created - to identify the potential data set across the portfolio of 5 parks.
Target segments reviewed for counts and tested - List selection request included target market specification for the yellow segment reflecting ‘young families’ in the higher income bracket with the potential to stay in cabins or safari tents ‘g-lamping,’ with kids <3 years old (preschool age) when travelling in school holidays was not an issue.

Offer concept based on “free fuel” to help peeps get started on their Aussie outdoor holiday.
Review of previous campaigns to members indicated that the member base was responsive to free fuel offers & that they had performed well (this included eDM statistics).
Category industry research from Caravan & Camping Industry Association (CCIA) & BIG4 Holiday Parks was also used.
Offer financials were forecast based on projected response rate and sales conversion rate over a 2 month duration, which tied to NRMA in market timeframes for the selected media & standard travel booking windows.

Creative brief written & submitted to relevant creative, digital, data insights & media booking contacts.
Final creative was sent to all stakeholders for approval including legal for checking of the terms & conditions. Call to action (CTA) – To book or find out more visit www.nrmaholidaypakrs.com.au/freefuel.
Creative assets included – Open Road DPS, mynrma website banner, eDM to the selected list, website landing page with the campaign & booking engine, enquiry form on campaign landing page & Caravan+RV magazine.

Campaign & new branding successfully rolled out across parks, & used in subsequent campaigns.