The world of outdoor tourism tries to react, and so the initiatives designed to be found ready when the structures can be reopened are increasing. Baia Holiday, a group that manages campsites, villages, apartments and hotels in Italy, Croatia, France and Spain, thus launched a communication campaign called “The time has come”.
The idea is to evoke the possibility of designing new life scenarios, reappropriating the desire for nature and move in wonderful open spaces, such as the beaches of Sardinia or the infinite coastline of the most pristine area of the Venice lagoon. The creative concept derives from values such as freedom, outdoors and fun.
“We kick off with confidence and with a positive vision of the future this multi-subject campaign that has been planned for some time, but revised in the last few weeks in terms of content and planning,” said Luca Neboli, Baia Holiday sales and marketing manager. “We waited that, as the concept says, the time had truly come to think of a new time, of course, with the utmost consideration and with the utmost respect for what had happened. A new time to savor the pleasures remained “suspended” from too many days at home, to free the imagination and desire, to live the experiences of vacation in freedom, in nature and to find what gave us joy. With our commercials we also wanted to tell it to instill a sense of positivity”.
Developed by the communication agency Timmagine in collaboration with the group’s marketing department, the campaign was designed to cover a period of two months involving first the Mediaset Group networks, Sky Italia and the Class NBC platform and then YouTube, the social media channels and RTL 102.5. In a second phase, which will start on May 18th, the planning will include the print media (newspapers and magazines), while social campaigns will last all summer.
“The goal of the creative concept is to convey the values of the Baia Holiday brand: freedom, open air and fun“, says Leonardo Pelo, creative director of Timmagine. “The multi-subject campaign focuses on the magic that holidays have on us. On the desire to regain possession of that wonder we call life. A life now on stand-by, but tomorrow it will have all the colors of nature“.
For 2020, the Baia Holiday offer includes nine camping villages owned and managed in Italy and Croatia; four camping villages in France and one in Spain marketed exclusively for Italy; a “superior” 4-star hotel owned and managed, adjacent to the camping village of Cavallino Tre Porti; and two residences with owned apartments in Veneto and Friuli-Venezia Giulia.
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