The Camping and Caravanning Club
The client
The Camping and Caravanning Club is the world's oldest and largest membership organisation for all forms of camping, with 730,00 members.
The challenge
The Club’s monthly magazine readership is currently audited at 287,835, and its advertising generates more than £1m a year. After analysis of its business model, however, the Club decided that a new category of digital membership should be offered as an alternative to the traditional paper membership. How could commercial opportunities reflect this new membership space?
The solution
Digital advertising revenue is the holy grail for many membership organisations with a long history of producing a printed magazine, but it isn’t always easy to achieve. CPL answered the needs of the Club’s digital members through a multistranded approach. Members could receive the monthly magazine as a PDF turn-page edition or in app format for Android and IOS tablets. They would also get their annual campsite directory as an app, have access to a magazine website, and receive magazine e-newsletters.
The results
Highest-ever membership
for the Club, ending the 2017 calendar year with its highest-ever membership, driven by digital growth
1,000%
growth in digital advertising revenue
Year-on-year growth
for advertising revenue overall
Cost savings
with the print circulation reducing as members have chosen to receive a digital version instead
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.
