Lunar’s 2016 Caravan collection
Lunar Caravans is launching its 2016 caravan collection with the support of a fresh lifestyle and brand led marketing campaign that includes a new cinematic-style caravan film.
The short film, entitled ‘A Leading Light’, builds on the success of Lunar’s 2015 campaign ‘The Heart of Your Holiday’, and shows a couple and their two children pitching up at a picturesque countryside campsite in a Lunar Clubman SI.
Using an uplifting instrumental soundtrack, the film captures the family enjoying their surroundings – both inside and outside of the caravan.
Says Lunar’s Marketing Manager, Lea Lawrence, “Last season’s film was really well received by both customers and the industry and continues to attract around 200 new viewers each week.
“This second installment is more upbeat and communicates the positive experiences associated with a caravan holiday – thoroughly exploring your surroundings, discovering nature – or rediscovering if you are an adult – and enjoying leisurely meal times with family when everyone is relaxed and carefree.
“Of course as well as selling the lifestyle this film is designed to sell caravans! It communicates our brand message and highlights many of the fantastic features offered in our new 2016 models – the stylish and luxurious interior schemes, the comfortable beds and lounge areas, the excellent storage and washroom facilities with those lovely large domestic style showers!” Lea adds.
Accompanying the film will be a fresh, new-look sales brochure that continues the lifestyle led theme. Included inside is a ‘Lunar Travel Diary’ with stills from the film and text that shares inspirational memories from each day of the caravan holiday. There is a chance to win pitch accommodation at Caravan Club campsites across the UK via a new supporting website www.lunarmemories.co.uk, which over the coming months will also include ideas for rainy day activities, games for car journeys and helpful guides to activities, such as rock pooling, making a kite and climbing trees safely.
“For 2016, we wanted to celebrate everything we love about the caravan holiday experience with our existing customers, whilst also enticing newcomers to the market and challenging some out-of-date opinions in the process,” says Lea.