Roan (part of the European Camping Group) is one of the top camping holiday providers in Europe. With more than 100 destinations in seven countries, they have been providing the most beautiful family holidays since 1986. Roan is a brand with many loyal fans, but little awareness.
Many people have the prejudice that a camping holiday is not an option for them. Going to the campsite is seen as a holiday for children and is not associated with resting or 'lounging'. The opposite is true. Just when the children are kept busy having fun, there is peace and time to relax. A strategic choice has been made to emphasize that Roan's holidays are a fantastic experience for both children and adults.
Roan proves this by offering luxury accommodations in the most beautiful destinations. The mobile homes radiate relaxation and are equipped with premium extras, such as a Nespresso machine, dishwasher, television, high-quality mattresses and comfortable lounge sofas. Roan excels in personal service and luxury. The goal is to position Roan as a premium brand within the category.
The camping holiday YOU deserve.
The renewed positioning is being translated into a new campaign. The perception that only children enjoy the campsite is quickly undermined by showing that the parents do have time to relax. In the TVC we see these two extremes. The film starts with a father enjoying the sun. In his mind he is with his children who are swimming, making friends, dancing in the disco... When they run past with inflatable figures, he looks up for a moment, waves them goodbye and sinks back contentedly into the lounge sofa. Because when the kids are happy, the parents are too. Roan makes sure no one is left wanting. Whether you want to be active or relax, Roan offers the camping holiday YOU deserve.
'At a campsite, there are always crowds and fun. There is always something to do. But in your own Roan accommodation, on the lounge sofa on the veranda, the sense of time fades'
'Ivo Brand, Head of Marketing Roan.
Familiar yet unique
You can also taste the warm, casual and personal atmosphere of Roan in the new house style and photography. It should welcome and convey a carefree holiday feeling. Although this is typical for the category, Roan distinguishes itself by also radiating 'luxury camping'. By introducing petrol as a new colour, The Valley and Roan are building a brand that is both premium and accessible at the same time.
The renewed visual identity went live at the beginning of November. The campaign will be distributed from 2 January via TV, Social, Print and YouTube.
Roan: Ivo Brand (Head of Marketing), Sophie van den Berg (Online Marketer), Joyce Vrolijk (Content Marketer), Joost Beukers (Corporate Designer).
Agency - The Valley: Gijs ten Buuren (Strategy), Sheldon Bont (Creative Direction), Michelle Quekel (Creative), Sarah Brueckner (Visual Design), Bobbie Meijer (Project Management).
Creation: Desmond Lissone and Demian Geurts - Larribau LaVigne
Production Company – DSPH: David Stevens (Director), Prisca Teeken (Creative Producer), Floortje van der Graaf (Director), Victor van Beek (Producer), Romain Bakx (DOP).
Production: Lenny Venema (Producer)
About European Camping Group
European Camping Group offers 23,000 high-quality holiday accommodations in 300 European destinations. With 1.3 million customers worldwide, they are a prominent player in the holiday market.