20 August 2012
A new brand for Ireland’s Caravan and Camping sector ‘Camping in Ireland - you’ll know when it’s real…’ has been established to promote and market the sector.
The new brand was one of the key recommendations in the ‘Realising a New Vision for the Caravan and Camping Sector’ Strategic Review.
It underpins the essence of a fulfilling holiday for people who want to enjoy the outdoors and the many activities associated with it.
Whether it’s to attract Irish or overseas families, glamping enthusiasts or event driven campers the brand is designed to appeal to the typical camper profile.
‘You’ll know when it’s real…’ is a promise to visitors of a unique and authentic Irish experience for the more adventurous holiday maker. It is clearly Irish in feel and proposition and encourages Fáilte Ireland approved operators to work together under an umbrella for marketing and promotional activities.
The strategic review also identifies increasing demand for new products and consumer expectations as the basis for caravan and camping becoming more popular than ever.
The UK Travel Survey have recognised the growth of Glamping as part of a wider trend towards the caravan and camping product moving upmarket, with the AB category growing from the smallest customer segment, to the second largest between 2006 and 2009.
Independent analysts also see the market for glamping products as a market with tremendous growth potential.
According to Mintel, “traditionally caravan and camping has had road appeal as a cheap holiday.” However, “there has been a shift towards more high end products and services.”
In the UK, glamping has moved from being a trend to a sector, and even the caravan manufacturing market is shifting its capacity over to higher end products.”
Meetings outlining the new ‘brand’ and brand guidelines will be communicated to ICC members during the Caravan and Camping Roadshows on 4th & 5th September 2012. Be sure to come along to find out more.