More. The value promise that set Haven apart
Haven: A UK holiday brand competing in a crowded market of lookalike offers. The challenge was to stand out with a single idea that worked for both holiday bookings and caravan ownership. We built a player-first value promise around MORE—a campaign system that flexed across every channel, felt authentic, and gave people proof at every step of the journey.
Results
+34% increase in consideration and conversion
+4 point uplift in brand perception
Snapshot
Client: Haven
Challenge: Stand out in a sea of sameness with one idea that works across both holiday bookings and caravan ownership. Prove that although guests may pay more, they truly get more—in ways no competitor could claim.
Audience: UK holidaymakers and people considering caravan ownership.
Outcome: A differentiated value promise and a flexible campaign system that set Haven apart across every channel. Consideration and conversion up 34%. Brand perception up 4 points.
The Brief
Set Haven apart in a crowded category with a campaign that worked harder than competitors. Find a single idea powerful enough to stretch across holidays and ownership, and simple enough to live seamlessly across brand and performance channels.
The idea
Haven would be the brand of More. More value, more joy, more reasons to choose.
A message competitors couldn’t own, because it was anchored in Haven’s breadth of experience, scale, and proof.
Delivered in a way that felt different: Real Human Joy as the guiding tone and identity, celebrating genuine people and moments instead of polished, unattainable perfection.
What we did
Value and proof: Defined the promise and built a library of proof lines under More of what you love—proof points competitors couldn’t easily replicate.
Real Human Joy system: Introduced a warm, relatable brand system rooted in authenticity, a stark contrast to the glossy, overproduced category aesthetic.
Design and templates: Created a flexible MORE device and toolkits for every touchpoint—social, web, CRM, display, out-of-home, and even on-park. This consistency reinforced Haven’s difference wherever people met the brand.
Journey mapping: Made Haven’s proof unavoidable. Placed the right message at every stage—from awareness to booking to ownership enquiry—always showing why Haven offered more than the rest.
Why it worked
Haven broke from picture-perfect clichés by celebrating real joy in real moments. The idea flexed across every audience and channel, adapting to what mattered most while always tying back to one clear promise. With proof at every step and a warm, human tone, Haven stood apart in a crowded category.
Haven set the tone with Funkadelic's "Can You Get to That" for this heartwarming ad, celebrating holidays as a cornerstone of cherished memories. Heartfelt visuals, paired with authentic stills, build as we watch the walls of a home being decorated with indelible evidence of happy times.
— David Reviews