Haven Nature Rockz Camps

Client Challenge

Nature Rockz is a programme that encourages kids to experience the great outdoors through wilderness activities such as Bush Craft Sessions, nature collages, scavenger hunts, and bug safaris – and are run at Haven Holiday camps around the country.

Haven faced the challenge of not only building awareness with an audience that might otherwise be unfamiliar with their holiday parks, but to also improve perceptions of their brand and the unique experiences they offer.

MediaCom Sport & Entertainment were challenged to create an authentic partnership that would help bring Haven and Nature Rockz to a new, upmarket target audience while building a positive connection with children and their parents alike.

Our Solution

MediaCom Sport & Entertainment scoped the market and recommended partnering with Activate Camps to help take the Haven Nature Rockz activities to wider audience, communicate with parents and families, and to benefit from their expertise in launching programs on a national scale.

The aim was create experiences and activities that would be enjoyed by the children that attended the camps over the two week period – and build a positive association with their parents as well.

Haven benefited from national reach and engagement, with Nature Rockz taking place at 21 locations around the country in 2017.

The programme received hugely positive feedback from both children and parents alike, with many kids saying that they enjoyed having some non-sport activities to look forward to.

Results

The partnership has been running for two years and has been a roaring success.

Over 1,000 kids have attended the camps.

With 18 months of Nature Rockz Activate camps taking place, we have seen positive growth across both awareness and intent.

In 2017 Nature Rockz camps took place in over 20 locations.

71% of parents said the type of activities at Nature Rockz would encourage them to explore the Haven website to find out about holidays where their child can experience more of this type of activity