Image Campaign

Whether always on the move or in well-deserved rest, everything according to plan or spontaneously completely different – traveling by motorhome and caravan stands for self-determined and self-sufficient vacations off the beaten track. And for active and relaxing moments close to nature in dreamlike places. Regardless of the type of experience holidaymakers choose, the following always applies to caravanning: “Just #BeAtHomeEverywhere.”

In order to illustrate this flexibility and the many facets of this form of vacation and at the same time encourage even more people to discover vacations with a leisure vehicle, the CIVD is once again focusing on a new comprehensive cross-media campaign with new TV commercials at its heart, which are intended to further spread the feeling of freedom, adventure and community. Due to its wide reach, television is the best medium for attracting the greatest possible attention from caravanning-affine target groups. The commercials can be seen in the proven premium environments such as news and sports coverage on public broadcasters. Infotainment formats on n-tv, Welt and Eurosport will also be added.

The TV commercials show unique vacation experiences that are only possible with a leisure vehicle and likeable and genuine actors take viewers on an individual journey. The three core target groups (young active holidaymakers, families with children and best agers) experience the fascination of caravanning in an emotional and authentic way. This encourages existing customers in their decision and gets completely new target groups excited about caravanning for the first time. And it works: Holidays with motorhomes and caravans have undergone an image change, to which the association’s campaigns make a decisive contribution.

The films were shot in Norway and Croatia. This selection offers breathtaking and multifaceted landscapes that reflect the diversity of caravanning and should awaken a feeling in everyone – freedom, adventure or community.

The TV commercials lead to the CIVD consumer portal caravaning.info, which offers all information about caravanning. With exciting videos, photos and travel reports, it whets the appetite for caravanning vacations and also offers both experienced caravanning fans and newcomers extensive tips and information on choosing the right vehicle, travel destinations, vacation planning and useful accessories. Anyone wanting to try out caravanning can find dealers and rental companies in their area with just a few clicks, as well as all the information on caravanning trade fairs. CIVD members can present their company on their own subpages.

The advertising campaign is also presented in an eye-catching and authentic way on Facebook, Instagram and YouTube. The CIVD also keeps in touch with interested consumers via a newsletter. The digital communication is rounded off by significantly expanded online advertising, which particularly appeals to those who cannot be reached via traditional television.

Brand cooperations

The Caravaning Industry Association and its marketing company Caravaning Informations GmbH (CIG) regularly succeed in increasing the reach of the caravanning advertising campaign and reaching new target groups with an affinity for caravanning by working together with cooperation partners from other branches of industry.

Caravanning campaign with multiple awards

After winning the German Brand Award in 2020 in the “Excellent Brand – Non-Governmental Organization” category, the caravanning image campaign was able to secure another award in 2024.
In the Leisure and Tourism category, the cross-media campaign was awarded the German Prize for Online Communication. The authenticity of the campaign was particularly emphasized. With real caravanning travelers and real experiences, the campaign triggers a genuine “I want that too” feeling that invites people to try out this form of vacation for themselves.