The challenge

Parkdean needed to boost the ‘caravans for sale’ section of their site. They wanted a campaign that would not only generate links, but also build brand awareness during the toughest time for the travel industry - Covid 19. They were looking for a campaign which encouraged Brits to plan their next staycation, reminding them of why they loved a UK holiday.

The idea

We designed and launched a caravan that Brits couldn’t say no to, fully refurbishing a model with an extra special theme - Buckingham Palace. It featured a golden toilet seat, crown headboard, a thrown sofa, and more glitz and glamour than you could shake a royal staff at. We hired a Queen lookalike (and her own royal corgis) and filmed her arriving at her home away from home. This was then sent out to press and pushed across social media to generate interest.

The caravan was even made available to book, for those feeling like a holiday with royal heritage.

The results

The Royal Caravan landed 148 media placements globally, of which 107 included a link. CNN, Forbes, Fox News, and The Daily Mail are just some of the top tier publications that linked to the campaign, as well as property relevant sites like Apartment Therapy and local press like Scarborough News. The story was spoken about in 19 different countries, generating 11,758 page views and propelling Parkdean’s static caravan landing page to first position for key terms like ‘static caravan sales’ and ‘static caravan’.

Search results also went up by 308%. A performance fit for a queen.