The first Open Air Next Step advertising campaign for the promotion of outdoor tourism is titled “Live new dreams, live Open Air”. The video, created by Beyond the Line with Karenfilm’s editing, tells and strengthens the positioning of the Italian premium holiday, giving continuity to the recent Open Air Next Step initiatives. This project – born from the will of six protagonists of the caliber of Baia Holiday, Club del Sole, Crippaconcept, Human Company, Vacanze col Cuore and Vacanze di Charme – thus enters its realization phase.
Presented on May 14th, the Open Air Next Step project represents the innovation of the concept of “camping” as it was born over half a century ago, and aims to create awareness around a segment of accommodation that makes premium structures such as open air village and glamping, its own distinctive feature. The expression glamping is in fact the fusion of the words glamour and camping and represents a beautiful, safe and eco-friendly “community concept” experience, capable of attracting more and more enthusiasts. In Italy, staying in a design mobile home or lodge tent, without renouncing the comforts of a receptive solution that is among the most advanced and in close contact with nature, is still a way to be promoted and made known.
From June to August, the “Live New Dreams, Live Open Air” campaign will be distributed on digital channels – with particular attention to YouTube, Instagram and Facebook – in two formats of 45 and 15 seconds. It will then be on the Nuovisogni.it platform that the audience will experiment with a new way of connecting to the Italian open-air holiday. Next to the need to give visibility and enhance the quality of the open-air holiday segment in its most evolved form, Open Air Next Step wants to give a concrete response of closeness and 360° commitment for the post-pandemic coronavirus restart of the one of the most strategic industries in the national economic fabric: open-air tourism.
“This communication campaign was born out of the will of the promoters of Open Air Next Step, has garnered support and is also supported by the contribution of many camping villages who have believed in the project and adhered to our promotion intent,” says Loek Van De Loo of Open Air Next Step. “Thanks to them, we are able to give a strong signal and great support to the entire tourism segment of open-air holidays in particular, as well as to customers. This accommodation season is certainly shorter, but at the same time challenging. We believe it is even more important to inform and inspire new customers on the possibility of unique holidays and experiences that can be lived in quality facilities and in complete safety”.
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