The Camping and Caravanning Club has launched a new-look marketing campaign, with the new ‘Get Rich Quick’ strapline aiming to highlight the four areas of ‘richness’ that camping can provide - family togetherness, life balance, a sense of community and freedom.

Inspired by the Club’s founder Thomas Hiram Holding, the campaign has been devised in partnership with McCann Erickson Communications House and centres around the shift towards consumers re-evaluating what is really important in their lives, according to Matthew Eastlake, the Club’s marketing & communications director.

He said: “We believe that the Club has a ‘right’ to continue, as we’ve been doing for 110 years now, to champion the cause for more people to experience the benefits that camping provides. Not just because the pastime benefits our wallets in a time of austerity, but more importantly it really can have an impact on our mental and physical well-being.”

McCann Erickson Communications House group account director Tony Holmes added: “As we enter a long boom-to-bust detox, consumers are questioning what it is that really makes their lives rich – material wealth or emotional wealth.

“Camping is incredibly rich in emotional benefits and is also incredibly accessible - facts the Club’s new campaign uses to challenge conventional thinking on ‘richness’.

“There are some exciting activities planned to help more people discover camping and ensure the Club continues to lead the way.”

The ads will appear in a variety of locations over the coming months with further initiatives to be announced in due course.