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🚐 Lidl drives through the pandemic in an RV
The recreational vehicle rental market was valued USD 421.3 billion in 2020
🌻 With the pandemic, there was an increased demand for RVs that came from “quarantine fatigue, where travelers were eager to spend more time outdoors, in a safe and socially distant way”, and now there’s a search for a safe way to visit family over the holidays.
📈 The global recreational vehicle rental market is expected to reach USD 512 billion by 2026, and in Portugal has increased 150% in 2020, which led to some controversy about new laws that limited parking and overnights with RVs.
🅿️ Aware of this tourism trend, the discount retailer chain Lidl launched a digital campaign promoting the parking spots they have on their outlets with a short but insightful film where, of course kids are always complaining, and where you get the crazy feeling that in an RV you have everything, but it lacks the urban comfort of an ice-cream or a fresh salad around the corner.
🛠️ Execution-wise, two details could be taken into account: a light pole right in the middle of the parking space(!) and the parking sign is for a caravan and not a camper van.
🛒The campaign also uses influencers to show all the products Lidl has available for your vacations with the family in a motorhome.