Eurocamp sets 10% bookings rise target as peaks advertising unveiled

Eurocamp is aiming for a 10% rise in bookings next year with a “six-figure” investment on new creative content for a peaks advertising campaign.

 

The advert by the European campsite specialist follows a new collaboration with Jet2holidays to offer packages via the trade to 32 parks across France, Croatia and Italy in summer 2026.

 

The ‘Eurocamp opens the door to more’ ad will air from Christmas Eve in a multi-million-pound campaign on live TV, video-on-demand, radio, cinema and YouTube.

 

The aim is to change perceptions of the company, which has 432 parks across Europe, by showcasing the accommodation and activities on offer.

 

The Jet2holidays partnership opens the door to agent bookings and getting a bigger presence in the trade for the firm that has traditionally been direct-sell.

 

Other trade initiatives are also in the pipeline.

 

North Europe chief marketing officer Ross Matthews said: “This work sets the foundation for profitable growth across our European markets in the years ahead.

 

“Our ambition goes beyond short-term activation, it’s about building a stronger, more distinctive brand that reaches new audiences, attracts new customers and fuels sustainable growth over the medium and long term.”

 

Eurocamp brand marketing director Chris Hilton added that it was important to ensure people know what the company offered following heavy investment.

 

“We need to grab people’s attention in December and January and make them reconsider their default holiday choices of just booking a package,” he said.

 

Eurocamp spent 18 months holding internal brainstorming and workshop sessions to define the messages it wanted to portray to holidaymakers.

 

“We’re very excited by the results. We were very clear about what we wanted, and this campaign delivers,” said Hilton.

 

Early summer testing on the advert’s concept among a focus group of 25–55-year-olds showed 80% of respondents found it had strong appeal with 92% feeling it was particularly distinctive and likely to grab attention on air.

 

Eurocamp’s mix of media spend will differ from last year to reflect changing viewing habits.  

 

Around half will be on live TV targeting ABC1 viewers, compared to 75% last year. The bulk of the campaign will run until the end of January, although YouTube adverts will continue throughout the year.

 

Eurocamp will continue to use influencers to post content although will not push them to promote the campaign as they encourage them to create authentic content from the parks based on their own experiences.