Three well-known names, three different identities. We are talking about Camping Village Rocchette, Camping Maremma Sans Souci and Camping Village Santapomata, all in Castiglione della Pescaia, in Tuscany, Italy. They have grown over the years thanks to a careful development and diversification work carried out by Francesco Leopizzi, who in addition to being the owner and administrator is also administrator of some hotel activities in Rome (owned by the family), director of a tour operator founded in Great Britain, vice-president of the Maremma Experience consortium and councilor of FAITA Toscana.
Our editorial team, after a visit to the three structures, interviewed him to understand how this complicated season is tackled and what is at the basis of success. Camping Rocchette was purchased in 1990 by Floriano Caroli, Leopizzi’s uncle, and a few years later the other two structures entered the family heritage. “Floriano and I have been working together for 18 years,” explains Leopizzi. “When I started, there was still talk of traditional camping and bungalows, but in the following years it became clear that the customer was looking for something more equipped than a simple pitch. This prompted us to transform the structures, to insert mobile homes, to introduce glamping. We were among the first to install glamping tents and believe in them”.
Camping Business: Despite the difficult time, the facilities seem full. How did you do it?
Francesco Leopizzi: Last year we had triple the number of people in this period. In the context of this season, we immediately started to carry out highly targeted marketing. We did not make 360 degrees communication, but we tried to tickle those customers who already had camping experience, or who showed interest: a market that we knew was easier to acquire. Then we did a lot of information campaign to make people understand that they did not intend to approach the camping holiday that our structures are no longer pure and simple camping, but that they are structures that give the possibility, despite being immersed in nature, to enjoy all the amenities: restaurants, swimming pools, markets, private bathrooms, private accommodation, private beaches and so on. All this has rewarded us and is the result of a strategy developed with our communication partners, which has developed over the years. We invest a lot, almost 4%, in marketing.