Squad targets younger travelers with Eurocamp campaign

Creative studio Squad has developed a brand campaign for holiday company Eurocamp designed to broaden the brand’s appeal and reach a younger audience across multiple European markets. The work aims to reposition outdoor accommodation holidays by highlighting comfort, choice and variety.

The campaign runs across cinema, television, out of home, radio and social channels. Television activity has launched in the UK and Ireland, with radio and out of home elements scheduled to follow through January. The wider rollout continues until March in the UK, Ireland, Germany, the Netherlands and Poland.

Repositioning outdoor holidays

Built around the idea Eurocamp opens the door to more, the campaign builds on the More Possibilities brand platform created by Squad in 2019. The creative showcases the breadth of activities available across Eurocamp locations, alongside the level of comfort offered at its accommodation.

The work places Eurocamp’s lodges at the centre of the story, presenting them as a starting point for a wide range of experiences. It also highlights premium accommodation options, including Ultimate Plus with Tipi, which combines an air-conditioned mobile home with a separate canvas Tipi and enhanced amenities.

Ross Matthews, Chief Marketing Officer North Europe, Eurocamp: "This work sets the foundation for profitable growth across our European markets in the years ahead. Our ambition goes beyond short-term activation, it's about building a stronger, more distinctive brand that reaches new audiences, attracts new customers and fuels sustainable growth over the medium and long term."

Creative approach and execution

The campaign focuses on how a Eurocamp stay can offer more variety than consumers may expect, from on-site activities to access to surrounding destinations such as countryside, cities and coastal locations.

Rob Gray, Managing and Strategy Partner, Squad: "Putting the huge breadth of activities and amenities at the heart of the creative enables Eurocamp to showcase everything that lies on the doorsteps of its many, varied sites. It highlights the impressive range of holidays that can be enjoyed from a Eurocamp park and the proximity to beautiful countryside, fascinating cities, beaches and sporting and cultural adventures."

David Barraclough, Creative Partner, Squad: "Our campaign blends cinematic realism with fantastical VFX. It's a story of possibilities, ease, and freedom. The lodge door becomes a portal to new activities and places, dramatising the ease with which a Eurocamp holiday caters to every family and every individual in a way no other holiday can. The portal also features in the OOH campaign launching alongside the film."

Brand impact and performance signals

Chris Hilton, Brand Marketing Director, Eurocamp: "A holiday with Eurocamp means you can do as much or as little as you want all in one day. We were particularly impressed with the pre-testing results for this campaign. System1's Star Rating measures an advert's long-term brand-building potential based on the audience's emotional response, so with our score of 5.0 considered exceptional, this provides confidence that the campaign has strong potential to generate interest in the brand. Squad has effectively communicated the style and comfort of our accommodation and the huge range of what's on offer at our sites across Europe. We hope that it will entice more customers to come and enjoy all that we have to offer – from kayaking and waterparks to castles and medieval cities, beaches, pools, sports and much more."

www.eurocamp.co.uk

www.squad.co

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