FarmCamps is launching the campaign Geen stress, wel kippen ("No stress, just chickens") together with digital marketing agency Draft Digital. The campaign taps into the feeling that family holidays are often less relaxing than people hoped. FarmCamps positions itself as the alternative, with calm, simplicity and nature at its centre.
The campaign is aimed at families looking for relaxation without packed schedules and crowded places. FarmCamps shows that a holiday can also be about space, the rhythm of farm life and time with each other.
A holiday without rush or overstimulation
According to FarmCamps, many families experience their holiday as intense: busy airports, crowded beaches and stimulation everywhere. That is why the company deliberately chooses small-scale farms where calm and nature lead.
Jules Pasteuning, commercial director at FarmCamps: "A lot of families notice that holidays can be quite intense these days. Busy airports, crowded beaches and stimulation everywhere — that is not always what recharges you. At FarmCamps we deliberately do it differently. No rush and no crowds, but space, nature and the rhythm of farm life. Waking up to the sound of chickens instead of noise around you. To us, that feels like a real holiday."
No herd behaviour, just animals on the farm
At FarmCamps, guests stay on farms where children are free to play and explore. Whether that means camping at the farm or staying in a luxury tent, the principle is that the holiday happens at your own pace. There is no fixed programme and nothing is compulsory.
With 23 locations in the Netherlands and a farm in Germany, FarmCamps is aimed at families who want to consciously step away from mass tourism. Instead of queues and crowded facilities, the concept offers space, fresh air and a direct connection to outdoor life.
Calm for parents through fun for children
The campaign underlines that parents relax when their children are entertained. On the farms, children get to know animals, nature and farm life through play. They play outside and meet other children, while parents have time for themselves and for each other.
The line Zij blij, jij vrij ("They are happy, you are free") runs through the campaign and captures the essence of the offer.
A broad campaign roll-out with a focus on results
FarmCamps and Draft Digital are rolling the campaign out broadly across multiple channels, with the emphasis on combining reach with measurable results.
Erik Hornung, founder of Draft Digital: "We support FarmCamps across every channel, from online display to podcasts, social media and Google. On top of that, people will also see the campaign on television. It is precisely that breadth that means families come across FarmCamps at several moments while they are orienting themselves. Online, the focus is firmly on performance, from search and social to affiliate marketing. That way we combine reach with results, and make sure the campaign does not only inspire but actually contributes to bookings."
