Freedom to be - A Direct Marketing Success Story

Jackie Corless and Jo Scott

In September of 1997, EuroSites approached BDHTBWA Direct with a problem. The market for self-drive European campsite holidays was showing a decline and if EuroSites were to grow and reach their goals, a proposition was needed that would appeal to the appropriate audience and encourage both new and repeat bookings.
Agency: BDH TBWAAuthors: Jackie Corless and Jo Scott

EuroSites: Freedom to Be A Direct Marketing Success Story

Background

When EuroSites launched in 1990 their primary objective was to steal market share by aggressive pricing. The product offering was basic but the cutprice approach paidoff and EuroSites quickly became third in the market behind Eurocamp and Keycamp (Stats MR 1991).

  • In 1997 EuroSites faced a number of problems:
  • The market had declined dramatically and was showing little sign...

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