CLs Coping with the Club Brand Transition

As I have written before - I welcome the change in Club name to embrace motorhomers.  My issue is that the CC had excellent brand identity and I fear that we may lose that in the short-term due to the sudden nature of the change.

We own a popular CL and have 4 outfits staying this weekend (we would have had 5 but we had a cancellation on Friday afternoon).  I asked our guests if they were aware of the change and had an interesting response from 3 of the 4 parties -

• the husbands knew of the change because (in their families) they open and read the mail.
• the wives did not know about the change because they had not read the mailshot, yet in these cases, it was the wives who had chosen our CL as a holiday destination and the wives who had made the bookings.

I fear that we will lose bookings because:

• members (even in the same families) do not realise that this is still the same club.
• the new identity is not recognised by non-members / potential members who see 'unknown' new signage.  We traditionally get a lot of enquiries from passers-by who pop-in because they recognise the CL Sign at our roadside entrance.

This points to a need to keep a link to the old brand identity whilst we are going through this period of transition - particularly with signage and websites.

Ian Kelly
01691 622951
Caravan@BirchHill.co.uk
www.BirchHill.co.uk

Birch Hill Farm – a multi-award winning caravan site in the beautiful lake-lands of Shropshire - exclusively for members of the Caravan and Motorhome Club

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