Connectpoint have it all mapped out

On the back of three years of work on specialist holiday brand, Keycamp, Connectpoint has been appointed to also handle Eurocamp’s PR. Part of Holidaybreak plc, the two brands dominate the European camping sector and the brief is to support each brand individually as well as work on joint initiatives designed to change perceptions.

The PR challenge is to convey the whole experience of staying in a European holiday parc as well as the freedom and exploration that this style of holiday provides.

The account was won after a four way pitch. Connectpoint’s work will encompass public relations strategy and implementation plus brand consulting. Online PR, linked into the brands’ search marketing and social media strategies, is also an important part of the brief.

Speaking about the win Connectpoint’s Managing Director, Sandra McDowell said: “Working on travel brands is very interesting but working on the two biggest travel brands in the same sector and leveraging their combined share of the market presents a far more stimulating PR challenge. We are thrilled to continue to work with Keycamp as we know the sector very well and are delighted to put that knowledge, expertise and enthusiasm to good effect by working with Eurocamp as well.”

Robin Parry, Holidaybreak’s Camping Division Deputy Managing Director said: “We set a challenge for all the agencies to demonstrate their understanding of our sector but more importantly their ability to create commercial cut through by identifying fresh, innovative sector initiatives where Eurocamp and Keycamp could derive benefit.

“All the agencies provided very creative responses to the brief, but Connectpoint’s strategic approach to the brands, backed by a really good understanding of the online landscape is what set them apart.”

The work for next summer begins in October in preparation for a major push in January 2009.