Camping 2008
The brief for this campaign was to influence a camping-interested audience to visit Cotswold Outdoor and consider finding out how that interest in camping can be served by Cotswold.
The expanding camping market splits into 2 main groups; those that comfort camp and those that camp the natural way. Within these groups are varying levels of experience from the entrant to the intermediate expert. We targeted the Guardian Camping supplement (for the second year running) and needed to own it to establish ourselves in the minds of the Guardian readership that Cotswold Outdoor's insight into camping is accessible and of interest whatever camping means for them.
i) Sponsor Ad 'Experts'
Inside front cover seemed the best place to align ourselves with the Guardian as co-sponsors of the Guide. Field cred was what we were after.
ii) Camping Ad 'Anything goes'
Many blogs etc on camping result in a 'marmite' segmentation of (i) those who want camping the natural way, and (ii) those who want camping the comfort way. The common thought is of getting out under canvas and being as close to nature as makes you comfortable.
A strong visual tied both segments together and captured the spirit of camping, allowing us to demonstrate Cotswold's expertise in equipment and advice.
iii) Offer ad: '20% off'
A promotional ad that outlined a reader offer with a link to the overall Guide proposition.
The Camping campaign allowed Cotswold to satisfy 3 separate briefs in one sitting. Cotswold achieved brand stature with the Guardian sponsorship link; demonstrated expertise to 2 different markets in 'Anything Goes' and finally the back cover was an ideal place to shout about the offer from Cotswold to Guide readers. Simple yet impactful, the creative answered the brief to communicate the offer message above anything else.