Event: Caravan, Camping and Motorhome Show
Location: NEC, UK
Duration: 5 days
The challenge
The Camping and Caravanning Club is a not-for-profit membership organisation which promotes all types of camping across the UK. The organisation, which is more than 120 years old, wanted an exciting experience for their members and prospects that captured the brand, told a story about their products and gave a fun, experiential representation of the great outdoors across 292.50 square metres. The club also needed a truly flexible, clever and sustainable concept design which could work across tier one and two shows.
Conceptual planning
While major exhibition spaces like the NEC are blank canvases for design teams, the space doesn’t immediately lend itself to an avid camper’s ideal outdoors experience.
Our designers sought to create a total immersion into the great outdoors with a clever concept that turned the idea of the traditional exhibition stand on its head – creating a true-to-life camping site that truly evoked verdant spaces, family cookout experiences in the late afternoon and camping under the stars – all the while blending digital elements to enable essential data capture.
Design visual
Central to the concept was a quirky caravan providing coffees, teas, and refreshments. Visitors were invited to take a rest and meet with The Camping and Caravanning Club team on bespoke log benches or picnic benches. In keeping with the camping theme, expert cooking demonstrations led by presenter Andrew Dickens were held in a stunning log cabin, framed with the backdrop of a sunlit mountain range. World-famous explorer and TV presenter Andy Torbet wowed visitors with tales of his own adventures, an inspiration for all wanting to embark on their own. Grass made from astroturf covered the space throughout. Essential information about Camping and Caravanning Club’s latest products and offers was displayed on the side of thoughtfully placed teepees, which also provided subtle partitions across a large area. Visitors were welcomed to their camping experience with an interactive digital display map at the entry point.
Sustainability in mind
DSA is fastidious in its approach to sustainability and so ensured that each element of the stand would be able to be reused in further shows. From bespoke white picket fences, to the teepee tents and caravans – every part of the build was designed to live beyond this year’s Caravan, Camping and Motorhome Show. Building it with modularity in mind was essential to ensure maximum flexibility and reuse across show programmes.
Results
The space created a real buzz over the five days for the club, with 150K visitors welcomed through the show doors.
Former chairman of the Camping and Caravanning Club, Bob Talbot, said: “The new look stand looks fantastic and is really appreciated by the members!”
If you’d like to talk to the DSA team about creating a truly innovative experience for your next show to drive leads and capture prospects, pop your details in below and we’ll be in touch.