CHOOSE PROJECT
Brief
Bailey asked us to create a fresh annual brand campaign that would run across the entire marketing ecosystem, from product launches and brochures to national exhibitions and dealer packs.
The aim was simple: build an idea big enough to carry the year, flexible enough to work across vehicles, and distinctive enough to stand out in a crowded leisure market.
Top challenges we overcame
Bailey needed a single idea to unify the year. We created Your Holiday, Your Way to anchor every channel and product.
CHALLENGE ONE
Campaign clarity
CHALLENGE TWO
Visual differentiation
They wanted to break from predictable leisure imagery. We built a bold cut-out visual identity with bespoke colours and graphic elements.
New models often felt bolted on. We created product-specific lines (e.g., Your Phoenix, Your Choice) to keep the launch tied to the wider campaign.
CHALLENGE THREE
Product launch cohesion
Bailey required a full asset suite. We developed brochures, ads, 360 interiors, media packs, and social content under one clear narrative.
CHALLENGE FOUR
Content depth without clutter
CHALLENGE FIVE
Dealer alignment
Dealers often used inconsistent materials. We delivered complete reseller packs — vinyls, pull-ups, banners, and ready-to-use graphics.
The NEC show needed a standout presence. We designed the full experience: wall graphics, archways, signage, brochures, and pre-show advertising.
CHALLENGE SIX
Exhibition impact
Campaign Concept & Identity
We started by shaping three strategic routes that could hold a full year of marketing. Your Holiday, Your Way stood out because it didn’t just sell vehicles; it sold freedom, comfort, and choice.
Once Bailey chose it, we treated it as a brand extension rather than a campaign badge. We built a visual world around it: a fresh colour system, clean typography, and graphic elements that worked just as well on a giant exhibition wall as they did on a social tile.
The identity gave Bailey a flexible foundation for every product message, every format, and every audience.
Product Launch Integration
Bailey launches at least one major model each year, and these launches often land in the middle of broader marketing activity.
We made sure the Phoenix didn’t feel like an interruption. Instead, we brought it into the campaign using its own headline line (“Your Phoenix, Your Choice” and variations for other layouts), subtle design shifts, and messaging that highlighted the model’s strengths without drifting from the campaign’s tone.
This approach meant the Phoenix launch supported Your Holiday, Your Way rather than competing with it — a single story, told through multiple products.
Campaign Creative & Advertising
The leisure sector leans heavily on aspirational lifestyle photography. Beautiful, but all a bit samey.
We introduced a cut-out creative idea that blended photography with simple graphic swaps, a playful shorthand for product features. A bed icon over a bed layout. A tow-car silhouette where a towing feature mattered. These interruptions worked because they were quick to read and felt deliberate, not gimmicky.
The ads stood out in magazines, on forecourt posters, and across social where Bailey needed something more eye-catching than a hero shot and a line of copy.
Brochure & Photography
The annual brochure is one of Bailey’s most important sales tools, so we rebuilt it around the new campaign from the ground up.
The layout, grid, and copy structure all tied back to the same idea: clarity first, escapism second.
We planned and art-directed a full shoot to give us everything we needed: hero images, real-world touring scenes, interior details, and 360-degree captures for online use.
Every asset was built to support the same story, so nothing felt out of place when it moved between channels.
Digital & Print Rollout
Once the identity was locked, we pushed it across every touchpoint. PPC text ads, paid social carousels, web banners, press ads, media packs, and display placements all used the same visual cues and messaging rhythm.
This meant a customer could see Bailey on Facebook, wander past a magazine ad, and later visit the website and still feel like they were in the same narrative.
Benefit-led headlines up front, campaign branding always visible, visuals kept simple and recognisable; that consistency did the heavy lifting.
Dealer Support
Bailey’s dealer network needed materials they could use quickly, without redesigning or interpreting anything.
We built a full toolkit that covered forecourt vinyls, pull-up banners, giveaway bags, hanging banners, and ready-to-print POS pieces. We also produced assets for dealer websites so imagery, messaging, and pricing stayed up to date.
This created a cleaner, more consistent experience for customers moving between Bailey’s channels and third-party sellers, a crucial piece of keeping the campaign alive in the real world.
NEC Show Experience
The NEC show was the peak moment in the calendar, and the campaign had to hold its shape at a huge scale.
We designed the entire space around Your Holiday, Your Way: large-format wall graphics, directional signage, product boards, an entry archway, and printed brochures and media packs stacked and ready.
The stand felt like a physical extension of the campaign: bright, clear, and distinct from Bailey’s previous years.
Visitors walked through an environment that told the same story they’d been seeing across ads, digital touchpoints, and dealer displays.
Results
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A unified brand campaign that stretched across twelve months of product launches, brochures, retail activity, and exhibitions.
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A fresh visual identity that helped Bailey cut through a crowded market and step away from category conventions.
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A fully aligned ecosystem where website, dealerships, and national advertising all told the same story.
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Stronger dealer engagement thanks to easy-to-use, on-brand retail materials.
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A standout NEC presence with a coherent story running from stand design to handouts.
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A scalable campaign framework Bailey reused and built on in future years.
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Client's perspective.
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