Product category:
Direct marketing agencies
News Release from: The Black Hole
Edited by the Marketingservicestalk Editorial
Team on 11 February 2008
Camping club rebranding focuses on
loyalty
One of the UK's oldest brands has put customer loyalty right at the heart of its being with a rebranding that encompasses the customer experience from the inside out.
An exhilarating new look for the 107-year-old Camping and Caravanning Club is just part of a year-long project which started with a major piece of research into opinions and perceptions and culminated in the development of a brand new proposition and image with brand response agency The Black Hole And it debuted in front of over 69,000 people at Birmingham's NEC
This article was originally published on Marketingservicestalk on 5 Mar 2007 at 8.00am (UK)
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The club wants to share its passion for the outdoors by helping everyone to enjoy what it offers, and has the means, through its network of UK and international sites and membership involvement, to do that.
Launching its new identity signals the club's move from a focus on camping and caravanning as an activity to concentrating on the benefits this type of break affords to the people who take them.
It wants you to share the adventure of the great outdoors and unveiled its new look at the International Caravan and Motorhome Show, the biggest show of its kind in the UK.
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A major piece of research into member satisfaction and the perception of the club across members, non-members, media and industry has informed a number of changes.
With retention hitting 80 per cent this year and a quarter of members having been with the club for over 11 years, it has a highly loyal membership of over 430,000 who both own and run the organisation.
To build on this and safeguard future success, the research was undertaken to give the club a better understanding of what it was about, what members were about, what they thought about the club, what they wanted from it and what they thought it could do better.
A number of issues that the club could take advantage of became apparent, including the facts that: although the club is well established and has always been pioneering, the perception was that it had become dated; to be in good shape in 10 years' time younger family members needed to be recruited; changes in lifestyle mean that people have become more health and environmentally conscious, which has increased interest in outdoor activity - one in eight holidays now involves camping.
The conclusion was that retention and loyalty were good, but could be better, and The Camping and Caravanning Club brand could help achieve uplift by addressing these issues.
Matthew Eastlake, Marketing Director, Camping and Caravanning Club, said: "For us it was never about throwing vast quantities of money at the problem, or just looking prettier: we wanted to make real changes in our customer experience that would attract more members and keep them with us for longer.
"The research helped us to recognise a need to be more modern in our outlook, approach and how we present the club.
"The Black Hole took us through a process involving people from across the organisation and beyond, to reinvent the club to appeal to the widest possible audience, without excluding our current members".
Ben Rees, Head of Business Development, The Black Hole, commented: "Brand and proposition projects like this one, where the client is keen to take a big step back to look at itself, and is then prepared to change as much or as little as necessary to meet the objectives, are hugely rewarding to work on.
"The new proposition that only the Camping and Caravanning Club has the expertise and desire to help everyone share the adventure of the outdoors, fits well with the club's image of being a welcoming and friendly organisation.
"It also makes it more relevant to the younger audience the club wants to target and we're pleased that we've helped such a well-established brand to get fit for the future.".
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