225% increase in advertising sales

Challenge – Campfires, a thing of the past
Norsk Caravan Club (NCC) was established in 1960, in an easy to understand Norwegian society characterised by minimal competition and focus on affordable and accessible holidays. After almost fifty years membership had begun to stagnate, and the organisation had lost a great deal of its earlier appeal. The preliminary project "More camping pleasure for members" (2008) defined a great need for renewal of the organisation and redesign of the brand. The dated style and old habits had to be thrown out in order to strengthen the profile and win new members.

Solution – Inspiration for happy experiences
There was unanimous agreement that NCC needed a revamp. A new visual identity was prepared based on the new values: inspiring, important, aggressive and generous. The key target group was defined as being caravan owners between 25 – 49 years old. The new logo and font retained enough of the old one to secure recognition while also appearing modern. The member magazine was redesigned visually and editorially, focusing on the good camping life and taking care of the interests of members as a group.

Result – A great deal achieved on a small budget
The design agency has managed to produce a great deal on a modest budget. The contemporary expression has helped achieve greater visibility and 2,400 new members in just four months. Positive media coverage of NCC and camping in general increased immediately after re-launch. This resulted in, amongst other things, a formidable 225% increase in advertising sales for the magazine. 62% of the 1,000 representatives say that the new design has increased their job motivation.

 
Category: Design management – branding – sales and communication

Company: Norsk Caravan Club

Project group company: Norsk Caravan Club: Christian Wangberg, GM and Marketing Manager

Design: Mission AS

Project group design company: Mission: Hege Homstvedt, Senior Designer; Åsa Drugge, Mac Designer

Award / year: Design Effect Award - 2010

Category: Recipients