Loving Van Life!

For many there’s something quite alluring about the idea of owning a Camper Van. It symbolises freedom, flexibility, and adventure. The dream of spontaneous travel and the ability to explore the world without the constraints of fixed accommodation. A lifestyle choice, blending travel with minimalism and self-sufficiency.

It’s no surprise then with the growing popularity of staycations and slow travel that ‘van life’ has boomed as a cool, sustainable and personalised way to holiday. The winner has been Volkswagen, with its iconic camper van. With a distinctive design, practical layout, and almost cult like brand following. It’s become synonymous with outdoor living for over 75 years since its adoption by the counterculture movement of the 1960s.

But in more recent year’s customers' tastes have evolved and they now expect all the modern conveniences available. Camper Vans have evolved from simple mobile homes to fully equipped leisure vehicles with luxury fittings, advanced technology, and high-end finishes.

The VW California is now more sophisticated than ever before and has been joined by the Mercedes-Benz AG Marco Polo, Ford Motor Company Transit Custom Nugget and many other highly equipped bespoke conversions from the likes of Auto-Sleepers, Swift Group Limited, Bailey of Bristol, Eldiss ERWIN HYMER GROUP and CamperKing. The margins on these kinds of vehicles are now significant and that has not gone unnoticed.

So when Citroën decided to enter this lucrative but highly competitive, brand conscious market, they turned to We Are Acuity. We provided guidance on how to present that certain French ‘je ne sais quoi’ for this new debutante, reflecting the style and features their new Camper Van, the Citroën Holidays.

Entering such an established market as a new player was a challenge for Citroën Holidays and Bravia Mobil it’s conversion partner. Our first job was to deep dive into the UK marketplace to understand what was really important to buyers. We then designed a Price and Specification Guide that was tailored to this audience's specific needs, making that information accessible to UK consumers in a way which was easy to digest, engaging, reassuring to the brand's new Camper Van buying audience and added value to the customer journey at exactly the right time. I'll put a link the the full case study in the comments.

Have you ever considered 'Van Life'?*

We'd love to support any #CamperVan, #Recreation, or #Lifestyle brands with their marketing. Drop me a DM! If you work with a brand, be it a retailer or at brand level, we’d love to talk about how you could bring your marketing to life. Why not schedule a FREE 30-minute assessment of your approach today, you can do that here?

It will be well worth your time. Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog

*In the process of this project I was told the most likely time for someone to buy a Camper Van was divorce or retirement?

#marketing #design