Club del Sole, one of the leading Italian operators in the outdoor holiday sector, aims to conquer the German marketwith a targeted advertising campaign. The pay-off “Ihr natürliches Familienglück” (literally “Your natural family happiness”) is at the heart of the commercial broadcast across television and digital channels, with the goal of promoting family vacations immersed in nature, focusing on comfort, authenticity, and well-being outdoors.
Targeted at adults aged 25 to 54 with children, the campaign highlights the brand’s strengths: high-quality services, a natural experience without sacrificing comfort, sports and entertainment for both adults and children, moments of relaxation, traditional Italian cuisine, and the possibility of welcoming four-legged friends as well. All the ideal ingredients to attract German travelers, who are increasingly attentive to quality and in search of authentic and sustainable experiences – values that Club del Sole has passionately promoted for years.
The Group’s internationalisation strategy
With its 27 holiday villages located in Italy’s most beautiful destinations, between sea and mountains, Club del Sole sees the German market as an extraordinary opportunity for growth and international expansion. The goal is to cross national borders and establish itself as a European benchmark in the open-air holiday sector.
The advertising campaign thus represents a key step in the Group’s internationalization strategy, which begins precisely with Germany, considered a strategic market both in terms of visitor numbers and cultural affinity with the hospitality model proposed by Club del Sole, as emphasized by CEO Francesco Giondi during the campaign launch.
Photo by Club del Sole
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