CAMRA
CAMRA – raising the bar
CAMRA is a UK based membership organisation that campaigns to protect pubs and cask beer. They have over 140,000 members and run over 100 beer festivals each year. Formed in 1971, they had used the same logo and positioning for over 50 years.
The challenge
CAMRA had a particular image that it needed to shake off in order to attract younger members and revitalise its volunteer network. The refresh had to attract a younger demographic whilst at the same time not alienating its current membership.
The solution
We ran a comprehensive re-positioning exercise over a period of 18 months. This involved primary qualitative and quantitative research with members, staff, other industry stakeholders and content providers.
Working with a retained agency, we developed a positioning and new logo ideas. At this point we formed a working group to ensure that the process had the full buy-in of senior executives and that they had the ability to cascade the new ideas and identity down through the membership.
We still work with CAMRA as a part-time member of their staff now leading the commercial marketing function.
The result
After careful implementation, the logo and positioning ideas were readily accepted by the majority of members and the staff are now gatekeepers of the brand look & feel.
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Project information
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