The Camping and Caravanning Club

Advertising growth for a powerful membership brand

Sector

  • Membership

Expertise

  • Commercial

The client

The Camping and Caravanning Club is the world's oldest and largest of its kind for all forms of camping. With almost half a million members, the club is a trusted and respected membership organisation. Its monthly magazine has an ABC-audited circulation of 215,726 and is the longest established and most widely circulated title within the sector worldwide. 

The challenge

After a competitive tender process, CPL was appointed to handle the media sales for the club's monthly magazine, its bienniel directory Your Big Sites Book, website and all digital communications. The Camping and Caravanning Club sought a media sales approach that would deliver the advertising revenue without compromising the satisfaction of its members.

The solution

The media sales team's immediate aim was to make the Club's inventories reach their untapped commercial potential. There were several elements to this initiative, including: selling across multiple channels; increasing online revenue; expanding the advertising base; matching advertisers against planned content; and structuring the rate card to incentivise multiple bookings.

CPL created a CCC media website. Designed, developed, hosted and maintained by CPL, the new website is home to all media options available with the club. It is a useful tool for advertisers when considering available options and costs, and allows each advertiser to put together a bespoke package that matches their marketing objectives.

The team have built up the advertiser base and extended the club’s commercial reach into markets, such as the technology sector and consumer shows, to help fill historic seasonal gaps.

CPL’s new business drive has seen market-leading brands such as Berghaus, Blacks and Autotrail choosing to advertise with the club for the first time.

The results

15%

Growth year on year for print advertising revenue

157%

Growth in digital advertising

CPL provides very good customer service, both to club staff and our members, because they understand our culture, and how we work, and the high standards we expect.

Simon McGrath, editor-in-chief
The Camping and Caravanning Club

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