The Caravan and Motorhome Club
Last-minute escapes made simple
The Caravan and Motorhome Club face significant challenges with last-minute unsold touring pitches at their campsites, partly driven by cancellations and assumptions on availability. Empty pitches equate to lost revenue. The brief was clear - drive members to book these pitches and change perceptions that popular campsites are full during weekends and busy periods.
The key to success was using data to pair members likely to be looking for campsites, with sites that have availability and are likely to appeal to that member (based on distance and facilities), then communicating this in a timely fashion. This communication being a personalised email, featuring dynamic content, driven by member and campsite data incorporated in a strong, simple design.
The campaign achieved an incremental gain of 12% in last minute bookings. The email achieves a 39% open rate.