Founded in 1978, this Suffolk based, family run enterprise is now one of the most highly regarded outdoors leisure retailers and caravanning specialists in the United Kingdom. Although the company’s core business is supplying new and used Bailey touring caravans, M & M Leisure has also earned a sterling reputation in the field of caravan servicing and repairs through operating one of the few industry-approved workshops in the country.
The outdoors leisure industry is rapidly expanding and M & M Leisure has always endeavoured to stay one step ahead. Until this year the company’s products were only available at their large retail outlet in Haverhill. But now that’s all changed.
M & M Leisure’s Managing Director Graham Bashford explains: “Our decision to venture online as part of our re-branding initiative has been largely influenced by the needs and expectations of our customers. We are witnessing meteoric changes in the retail market resulting from the growing trend towards browsing the net. As well as providing an online shop 24/7, our new website acts as a virtual showroom for our caravans. It also offers us far greater scope to extend and develop our product range. Point of fact, we are about to move into the motorhome market and the site will provide the perfect platform for this new area of business.”
Interest in trailer caravans and motorhomes has soared since the millennium. Caravanning is booming and recent figures indicate that it’s now the UK’s most popular form of domestic tourism.
With caravanning busy reinventing itself and stepping back into the spotlight, Haverhill’s M & M Leisure felt a fresh image was timely and appropriate. Marketing and communications company Pure Energy Multimedia were commissioned to design a new look and create a viable online presence.
“It made sense for us to choose a company that could offer a full service from brand makeover, through to the right type of website and online marketing support,” Graham says. “The guys at Pure Energy are commercially led as much as they are technically or design led. This factor really makes the difference. They fully appreciated our marketing goals, offered sound, practical advice and delivered gilt-edged solutions.”
M & M Leisure’s new brand is lively and eye-catching. The logo – a retro-chic rendering of the traditional caravan shape with its sweeping organic lines - is a celebration of the industry’s heritage with a contemporary twist.
Pure Energy’s Managing Director, Jason Fitzpatrick describes the brief: “M & M Leisure wanted an image that was relevant, quintessential and engaging. We have taken simplicity as our keynote in creating an identity that directly references the iconic appeal of the caravan. The hint of forward movement in the logo reflects the buoyancy of the industry and the vitality and spirited direction of Graham and his team.”
Graham confirms: “We love our new brand. But it’s the website that’s really dazzled us with its performance. As well as acting as an information hub, carrying industry news, advice and updates, it’s a brilliant showcase, has great search engine ratings and has generated some staggering sales results. Feedback from both our regular and new customers couldn’t be more positive.
“Our new brand and online shop have enabled M & M Leisure to take a major step forward into the 21st century, reinforced our position within the industry and given us a powerful platform for future growth.”
Story By: Elaine Collins
Date : 30-03-2007