Dreamhaven Caravans
Dreamhaven Caravans
Strengthening a young leisure brand backed by a prominent Australian manufacturer, giving it a clearer place in the market and a more connected way to reach a new generation of buyers.
Strengthening a young leisure brand backed by a prominent Australian manufacturer, giving it a clearer place in the market and a more connected way to reach a new generation of buyers.
Giving an existing brand a stronger position in market
Giving an existing brand a
stronger position in market
The brand already had a product, identity and presence. What it needed was sharper direction, better exposure and a customer journey that felt like one brand from first impression through to enquiry and follow-up.
The brand already had a product, identity and presence. What it needed was sharper direction, better exposure and a customer journey that felt like one brand from first impression through to enquiry and follow-up.
Role - Client-side Strategy Lead
Year - Ongoing
Scope - Content, Email & CRM,
National print & media partnerships,
Brand positioning, Campaign direction, Website & customer journey, Paid media
Business challenge
Business challenge
Credibility was there. A distinct place in the market was not.
The brand benefited from the reputation and manufacturing experience behind its parent business, but it still needed a reason to be chosen in its own right. The opportunity was to connect with younger couples, first-time buyers and people looking for more freedom and exploration in how they travel without losing the reassurance that came from the established business behind it. That meant looking beyond awareness alone. The brand needed a clearer position, stronger recognition and a consistent experience wherever people encountered it.
Credibility was there. A distinct place in the market was not.
The brand benefited from the reputation and manufacturing experience behind its parent business, but it still needed a reason to be chosen in its own right.
The opportunity was to connect with younger couples, first-time buyers and people looking for more freedom and exploration in how they travel without losing the reassurance that came from the established business behind it.
That meant looking beyond awareness alone. The brand needed a clearer position, stronger recognition and a consistent experience wherever people encountered it.
Objective
Objective
Make the brand easier to recognise, understand and choose.
The job was to sharpen the position and carry it through the full customer journey. The message, campaigns, media, website and follow-up needed to feel connected rather than operate as separate marketing activities. The aim was simple: give the brand its own identity while making better use of the credibility already behind it.
Make the brand easier to recognise, understand and choose.
The job was to sharpen the position and carry it through the full customer journey. The message, campaigns, media, website and follow-up needed to feel connected rather than operate as separate marketing activities.
The aim was simple: give the brand its own identity while making better use of the credibility already behind it.
What we did
What we did
Set the direction first. Then gave every channel a job.
Working client-side, a 30TEN founder led the brand’s next phase and worked with appointed creative, media and digital partners to turn that direction into market activity. The positioning moved away from a purely product-led story towards a broader idea of travel, freedom and experience.
That direction then shaped the work across:
brand positioning and messaging
national print advertising and media partnerships
radio, television and OOH
campaign planning and creative direction
paid media, social and content
website and customer-journey improvements
email and CRM
Customer-behaviour data was also used to identify friction in the website journey and guide improvements. The same approach later supported expansion into a new market through locally focused paid activity and customer journeys.
Set the direction first. Then gave every channel a job.
Working client-side, a 30TEN founder led the brand’s next phase and worked with appointed creative, media and digital partners to turn that direction into market activity. The positioning moved away from a purely product-led story towards a broader idea of travel, freedom and experience.
That direction then shaped the work across:
brand positioning and messaging
national print advertising and media partnerships
radio, television and OOH
campaign planning and creative direction
paid media, social and content
website and customer-journey improvements
email and CRM
Customer-behaviour data was also used to identify friction in the website journey and guide improvements. The same approach later supported expansion into a new market through locally focused paid activity and customer journeys.
National campaign
National campaign
One idea. Built to travel across channels.
Pre-promote activity began a week before launch, followed by 23 days of newspaper coverage supported by SMS, radio, TVC, digital OOH, social, dealership activity and a dedicated landing page.
The campaign kept building throughout the rollout. Entries grew by more than 175% from Day 9 to close, with thousands still coming through in the final three days and website traffic holding through to the finish.
One campaign. Repeated presence. Multiple ways in.
One idea. Built to travel across channels.
Pre-promote activity began a week before launch, followed by 23 days of newspaper coverage supported by SMS, radio, TVC, digital OOH, social, dealership activity and a dedicated landing page.
The campaign kept building throughout the rollout. Entries grew by more than 175% from Day 9 to close, with thousands still coming through in the final three days and website traffic holding through to the finish.
One campaign. Repeated presence. Multiple ways in.
Outcome
Outcome
A clearer brand, with the marketing around it working as one system.
The brand’s first national campaign ran across Australia, excluding WA, using newspaper, social and TVC as part of one connected idea.
The media partnership became more than a promotional placement. A wider lifestyle campaign was built around it, supported by social content, an interactive landing-page experience, multiple print formats, a dedicated feature publication and dealership activity.
Each channel had a specific job. Newspaper built scale and presence. Social extended the story and created interaction. TVC carried the campaign into a broader audience.
The result was one campaign experienced across multiple touchpoints, rather than a collection of separate executions.
One brand. Every channel had a job.
A clearer brand, with the marketing around it working as one system.
The brand’s first national campaign ran across Australia, excluding WA, using newspaper, social and TVC as part of one connected idea.
The media partnership became more than a promotional placement. A wider lifestyle campaign was built around it, supported by social content, an interactive landing-page experience, multiple print formats, a dedicated feature publication and dealership activity.
Each channel had a specific job. Newspaper built scale and presence. Social extended the story and created interaction. TVC carried the campaign into a broader audience.
The result was one campaign experienced across multiple touchpoints, rather than a collection of separate executions.
One brand. Every channel had a job.
Attribution
Attribution
Led client-side across brand direction, integrated campaigns and customer experience, working with creative, media and
digital partners.
Led client-side across brand direction, integrated campaigns and customer experience, working with creative, media and digital partners.
Start a conversation
Start a conversation
Start with the job in front of you.
Tell us what you’re working on, what it needs to achieve and where you need support.
Start with the job in front of you.
Tell us what you’re working on, what it needs to achieve and where you need support.
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