Slick TV advertising to boost camping and caravanning

The Camping and Caravanning Club has launched its 2014 marketing drive with the launch of its first-ever TV advertising campaign.

The 30-second commercial was aired for the first time on Monday 3 February 2014, and runs for three weeks until Sunday 23 February. The Club told outandaboutlive that it hopes to recruit new members and fill more pitches on its campsite network through these ads.

Popular prime time soap opera Coronation Street and quiz show The Chase are the first programmes to include the ad, filmed at the Club’s Keswick campsite.

Coronation Street has viewing figures of up to nine million nationally, but the C&CC advert is broadcast only in the ITV Central East region - chosen because of the 'high density of campers' it contains.

Club president and TV presenter, Julia Bradbury, provides the advertisement's voiceover, and all but one of the people portrayed are, we’re told, real Club members who were camping on the site.

This is the first direct TV advertising campaign by either of the main clubs, although the Tourer Marketing Initiative did attempt to promote camping and caravanning in UK national media during the 1990s.