The Caravan Club

The Caravan Club

Membership engagement

Champions of the great outdoors, The Caravan Club represents the interests of over one million caravanners, motorhomers and trailer tent owners across the UK.

The Club approached us to develop a number of member engagement initiatives to promote their acquisition strategy and raise awareness of their insurance products. As well other stakeholder communication initiatives.

The Concept

The typographic concept behind the campaign was driven around “missing letters” where gaps in the text have been left to reinforce the strength of The Caravan Club membership and associated products by highlighting that membership and insurance policies with an existing provider may not be as detailed as The Caravan Club could provide. The creative also encourages Members to consider how The Caravan Club membership can complete not just their holiday experience but also give them reassurance in other areas of their lives.

The campaigns were targeted to existing members and were distributed across targeted email campaigns and via The Caravan Club magazine.

In addition to Caravan Insurance The Caravan Club also offers tailor made packages for caravanners across a range of insurance products, including; motorhome, car, home, gadget, key and even pet! The campaign has been rolled out across the entire portfolio.

The Result

Lesley Coell, Head of Insurance and Financial Services at The Caravan Club said “This campaign works on two levels, not only does it remind our members of Caravan Club insurance products it also reflects our brand values. We are a trusted organisation that is renowned for offering our members a quality experience. This quality has to be applied across everything we do which of course is vitally important when it comes to Insurance.”