Apollo RV Holidays

SUMMARY

With international tourism having ground to a halt, Apollo instinctively knew it needed to dedicate its energies to the domestic market. But of course, nothing is simple as that in 2020. Our initial research project quickly identified that the audience was predisposed to state based travel, and that the notion of a motorhome or campervan trip held allure, yet there were some barriers to purchase. Our challenge was to amplify the emotional benefits of this style of holiday - think fun, freedom, flexibility, connecting with family and a fridge well stocked with drinks - whilst simultaneously tackling any perceived challenges. In response, Serotonin devised a fun, fully integrated campaign that promised an easy, exciting escape and highlighted the emotional rewards of pointing the hood to the horizon and just getting out there.

THE CHALLENGE

Uncertainty in the travel market meant a redefined landscape, reframed emotional sets and remodelled buyer behavior. We needed to inspire people to put their worries of 2020 behind them and show them how easy it could be to take a proper break and to discover the hidden gems awaiting them in their own backyard.

INSIGHTS

If COVID has proved anything, it’s that travel is a need, not a want. The desire to escape - to break free of routine and confinement - was stronger than ever, and we knew we needed to make it seem as simple as possible to get away.

SOLUTIONS

Serotonin devised a central strategy of ‘Easy As Apollo’, which speaks clearly to the simplicity of taking an Apollo motorhome or campervan holiday. This strategic insight was woven into the campaign messaging in all media deliverables, and it formed the central call to action. The creative executions were designed to be light, bright, fun and inspirational. Specific creative was devised for all three identified target market demographics: young couples, families and junior nomads. Our media buy had an emphasis on choosing media which was highly targetable and highly measurable.

DELIVERABLES

• Pre campaign Research Project

• Campaign concept

• Brand video: 45, 30 and 15secs

• Radio: 30 and 15 secs

• Digital Banners: MREC, Leaderboard, ScrollX, Hangtime

• Content Partner Channel 7: 3 x 2min videos

• Content Partner News Corp: Native article, press ads, social display, video amplification

• Website content: Travel itinerary articles x 4

• PR: Pre launch activity

• Media: In partnership with Moonlighting Media

RESULTS

Anecdotal evidence indicates that the campaign is resonating with its target audience. Viewers are connecting with the emotional benefits and the central proposition of ‘ease’, and their intention to book is improved after viewing the creative. It’s too early to measure results currently, with this campaign only launching late 2020. However, a steady increase in web traffic to the Apollo website has been evident in the early days.