The same Club, just better...
Comments
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The implication of the new logo is that it has been 'The Caravan and Motorhome Club since 1907'. I didn't think motorhomes were around in 1907. Is this in breach of trade descriptions or advertising standards?
Rebranding doesn't always work and can be a very costly error. East Midlands Airport was rebranded as Nottingham Airport some years ago. All the signage was changed only to have to be changed back again after a very short time. The airport is in Leicestershire at Castle Donington and has a Derby phone number. There is no other connection with Nottingham other than there is a road there from near the airport. The change of name to Nottingham Airport received a lot of negative feedback. Only the sign-makers and printers had a field day from the two changes.
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Maybe people should stop having a go at Rochelle?
Having experienced 're-brands' in the past, I tend to feel sorry for those who have to explain it all to the masses (most of whom were content with what they had).
Just witness the presentation at the NEC! I managed a few minutes, before the squirming became too uncomfortable for me.
These things cost a fortune in payments to advertising whizz-kids (who usually know nothing about the product and just churn out the same sort of stuff that they did for the last client) and new signs, stationary, web-site redesign etc.
You can't blame the management for having to do their best to try to justify all that expense.
In a few months time it will have all died down. We'll still be paying the bill in further increases to membership and site fees, but at least that will give us something else to complain about.
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I wonder if the Club, formerly known as the Caravan Club, will be keeping more sites open all year now that they are embracing increased motorhome membership.... Our first two outings this year have been with the camping club as theirs were open whilst this club's were shut.....
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Thanks BobnLou,
It's an exciting time for us! We're really looking forward to what lies ahead for the Club
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I really am in two minds over this.
In my opinion rebrands are only necessary when a company or organisation needs it. For example I was involved when two schools merged and needed a new identity, or schools rename themselves to create a new reputation. There should be a reason behind the rebrand. I can't think of a reason for the Caravan club to have done this? A new logo perhaps but a totally new name? Were motorhomers feeling left out? Was the club's reputation in need of something? Will the new name attract more people to join, were club sites struggling to get people to stay? Will it be a better club? So I feel its a total waste of money and resources.
But on the other hand, what difference will it really make to my stays at club sites, A rose by any other name would smell as sweet
Club sites will still be the same, booking the same, wardens the same?
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Thanks Ian,
We’re always making improvements to the Club, which means that fees increase by a small amount each year. These exciting changes mean that some routine updates have been brought forward, but the overall cost is proportionate to the significant benefit it will bring to our image and profile.
Your membership and site fees won't be increasing any more than usual - we've still got a price freeze on 500,000 pitch nights this year!
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I've just had an Email from the Club.
"Please don't worry! It's the same Club you know and love."
Based on performance to date, that is precisely why I am worried.
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Its not the same club, its one with a lot less of our money in its bank and therefore we pay more or loose out on other facilities. As a club it should recognise the financial hardships we have been through over the past years and not use our money in such a frivolous fashion.
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Indeed
Another observation...
Matt Allwright, a personality who is well known for making his name from dealing with complaints. Oh the irony :-)
It transpires the Club committee DOES have a sense of humour
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Lets be fair. The rebranding could be done at minimal cost if clothing, signs, notepaper, etc are updated when new supplies are purchased. The waste is when it is all done at once in the heat of enthusiasm - we shall soon see which method was chosen as we visit sites.
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This change is just one part of an on-going update to position the Club for another century of successfully catering to our members’ changing needs.
The percentage of motorhome owners within the membership has been increasing year on year so we want to be inclusive and representative of our membership.
As for the logo, you can see more about why we changed it and what it means here: www.camc.com/discover
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First impression, don't like the new logo, Why was the membership not given a selection to choose from, if it had to be done.
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Re-branding or not if the Club is in any way serious about attracting a new generation of "explorers" it needs to make it's services more available and sensibly priced for working families with kids. Having to leave a site at noon on a Sunday and jacking up the prices at the mearest whiff of a bank holiday or school holiday hardly helps.
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Thanks for the reply Rochelle. As I said at the end of the day provided the 'new' club is run the same way as the old one then:
A difference which makes no difference is no difference at all
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When I first heard the news, my reaction was to mutter "about time too!"
I've seen numerous posts on CT over the years about whether it was clear to everyone out there that "The Caravan Club" also catered for motorhomes.
Yes there are valid points about the use of other names - but very few people I know still use "Motor Caravan" or "Caravanette" - and I would suggest the word "motorhome" is a broadly used term which includes terms like "Campervan" or the american "camper"
From a marketing perspective it seems to me that the rebranding is an eminently sensible move which provides clarity about what the Club offers - especially as 40% of the Club's new members are motorhomers, as stated in the announcement video.
But I don't think this is just a simple rebrand. It's clearly part of a marketing initiative to change how people perceive the Club and to modernise its image to appeal to a much broader potential membership.
I suspect we will see subsequent initiatives aimed at developing this theme and building on it.
Cheers
Bugs
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Fully agree with JBV - after 42 years membership I still think the people "managing" our club do not consider its members at all and are destined to run it "their way" and spending huge amounts of members money doing it. Giving something back by lowering site fees might help!! Don't like the name don't like the logo either.
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Whilst understanding the problems of confidentiality, I feel it unacceptable that HQ could not have included all Centre Officers, i.e. Secretary, Treasurer and Chairmen, in order that at least some views from the heart of Club membership could have been relayed up to our representatives on the Committee.
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Hi Smersh,
The Executive Committee, who represent the needs of our members, were all fully involved in the project from the start.
The Committee have fully endorsed the changes we’re making. In fact, they were a vital part of this whole process, helping us better understand what our members want.
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A new branding exercise is long overdue and given the messages that have been coming from the Club for the last few years, it should not be a surprise. Whether people like the branding or not now, time will tell whether it is a success. It is what you do with the brand, not just what it looks like.
My only comments about the new brand is that it excludes 'tenters' whom the Club has been increasingly targeting, whether willingly or not, and I doubt it has been inclusive of motorhomers since 1907.
I wish you well and hope it's a success.
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Seems like another marketing led load of rubbish. Bit like renaming half the sites around the country because we were all "too thick" to figure out where sites were before.
The new logo is awful. Looks like the Caravan element (C) is on its back. Either that or it's an upside down McDonalds derivitive.
Perhaps if the club focused on being a members club, delivering value for members, rather than being the commercial enterprise plaything of a few then we could have more sites in the areas where almost none exist.
More money wasted !!
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Just back from a journey of investment
I'm not really bothered about the name or the logo or what colour shorts wardens wear.
I just hope that now the work leading up to this announcement has finished everyone at Head Office can get on and deliver the improvements they are intending to deliver (without really saying what they are) and sort out the problems that exist currently as a priority.
Please can the club address the current problems for CL owners and users urgently?
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The essence of the Club is to help you get more from the great outdoors. To achieve this we provide various products and services, many of which generate revenue. We invest this back into the Club so you get the best experience possible. The Club is indeed run in a business-like way to make sure we use your money most efficiently.
Yet, with no shareholder dividends to pay and no debts to service
our only purpose is to get the best value for your money and help you get the most from the great outdoors.1 -
Love the new name....about time too
Did expect a new forum instead of this old unreadable and incredibly amateur effort
Perhaps 'The Snagging List' thread has finally been Deleted User, instead of simply being ignored, as not appropriate for such a forward looking organisation?
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