Halfords Summer Brand Campaign ‘The best trips last a lifetime’

This week sees the launch of the new Halfords summer campaign by DLKW Lowe.

The campaign centres around a 60” TVC execution, written by DLKW Lowe’s Executive Creative Directors Richard Denney and David Henderson and directed by Academy’s Frederic Planchon. The story follows 4 children on a summer family trip. A boy and girl from the 1970s playing alongside a present day brother and sister.

Set to the 70s anthem ‘Into the Valley’ by The Skids, the ad brings to life nostalgic moments from trips and holidays that people look back on with fond memories. Summed up in the endline ‘ The best trips last a lifetime’, the ad reminds parents that Halfords is the launch pad to family adventures this summer. Bikes, tents, roof boxes and cycle carriers are at the heart of Halfords’ business and heritage, and have been used by families going away on trips for years.

With the current economic backdrop, a trend for family ‘staycations’ this summer, and a desire to go ‘back to basics’ with simple pleasures of earlier decades, Halfords want to evoke memories of trips parents made when they were kids back in the 70s, when life was free, easy and fun. The ad shows how easy it is to recreate the same memories for their own children, instead of spending most of their childhoods indoors on computers and video games.

The 60” spot is supported by two 30” TVCs, one focussing on cycling and the other on camping. A longer 80” version of the film will also run online on Halfords Youtube channel, Facebook and VOD spots. The campaign will also be supported by retail TV and press.

David Wild, Chief Executive for Halfords commented ‘The ad is designed to evoke our customers happiest childhood memories and portray Halfords as the gateway to enjoying the great outdoors with their family and friends. Our products and services are designed to ensure our customers have everything they need for their great getaways. So we want to remind people of the part Halfords has played in their holidays and how we can help again this summer.”

The TV commercial launches on Wednesday 16th May 2012

For more information please contact Ian Barlow (New Business Director on 020 7584 5033).

Via EPR Network
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It’s Carry on Camping for Cash-strapped Brits

Canvas is increasingly the holiday shelter of choice for many Britons with tent sales and site bookings up before the season has even begun.

Bookings for the Easter bank holiday, next weekend, are 28% up on 2010 and 5% up on last year, reports the Camping and Caravanning Club.

Cycling and leisure retailer Halfords have seen sales of camping equipment soar by almost 50% in the run up to Easter, as the surge in popularity of outdoor holidays in the UK over the last three years shows no sign of slowing.

Halfords Camping Expert Paul Fensome said: “It’s clear camping is becoming more popular and the activity is now a regular part of many people’s holiday plans.

“Some customers are discovering the delights of camping for the first time while many more regular campers upgrade their equipment each year as improved products become available and campers are becoming more attached to their gadgets.

“Camping is for everyone, from those who want basic equipment to those who want modern tents which provide many of the comforts of home.”

Industry experts say the staycation trend and the popularity of nights under canvas have been boosted, not only by continuing economic uncertainty in Europe and austerity measures at home, but also by key events including the Queens Diamond Jubilee, the 2012 Cultural Festival which runs from 21 June 2012 – Midsummer’s Day – until 9 September 2012 – the last day of the London 2012 Paralympic Games and of course the Olympic Games itself.

Travel websites are already advising tourists coming for the Games that they may have already left it too late to book hotels and should check out temporary campsites set up close to the Olympic Park. Windsor Great Park will also provide 1000 pitches for those attending events at Eton Dorney.

Some sites will offer basic camping pitches for as little as £10, rising to £200 per couple for luxury glamping accommodation.

Camping and Caravanning Club Director General, Robert Louden, said: “With so much going on in 2012, this is the perfect time to make the most of the UK and take a holiday – our booking numbers are extremely positive at this stage.”

The latest Tourism Survey reveals that from January to the end of November 2011 there were 16.8 million camping and caravanning trips in Britain contributing around £2.6 billion to the economy. Not only was the total number of trips up almost 5% on the previous year, but the amount spent on those holidays leapt by nearly 13% year on year.

Via EPR Network
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Children’s Sleep Over Craze Under Canvas

The ever-changing world of children’s birthday parties has a new craze – camping sleepovers.

Cash-strapped parents, fed up with spending hundreds of pounds hiring professional entertainers and caterers, are opting for a night under canvas and the excitement of the great outdoors to get their children in the party mood.

The new “camp-over” trend has boosted sales of pop-up tents at Halfords, with parents snapping up the new Gelert Liberty Rock, which is covered in a trendy pink and lilac floral pattern for girls’ do’s and Halfords’ two-man camouflage print for boys’ camping sleepovers.

Other accessories that have seen a surprise jump in sales due to the garden camp-outs have been fold up chairs and stools that come in pink and blue from £4.99 each.

Halfords Camping Expert Paul Fensome said: “We are delighted that our new eye-catching pop-up tent designs have proved to be so appealing to children and their parents.

“Of course, the added bonus is that the products are so competitively priced that they won’t break the bank and you can bring them out year after year for more sleepovers.”

Wiltshire mother of two Caroline Walker, 40, said: “My 13-year-old son had the time of his life at a friend’s birthday camp-over recently. They pitched their pop up tents in the garden in seconds and sat around with their torches telling ghost stories all night.

“They loved the food, hot dogs and burgers cooked on a BBQ outside and it was great to see them away from their computer games for once. It was more of an awake-over than a sleep over, but they all enjoyed it.”

A recent survey by children’s charity Lumos, set up by Harry Potter author JK Rowling, revealed that four out of ten parents spend up to £500 on kids birthday parties, with 67% admitting they found them stressful to organise and a third confessing they had to stretch their finances to pay for it.

Via EPR Network
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