Camping in the Forest: Elemen-tree School

The Challenge

To drive awareness of Camping in the Forest sites across the UK, promoting the brand’s camping offering and outdoor expertise.

Specifically, WPR was tasked with enticing a new audience to experience camping for the first time during a booming staycation season.

 

The Idea

With growing numbers holidaying in the UK and keen for new experiences, we commissioned research to reveal how many Brits were ‘clueless’ about camping.

We uncovered the basic outdoor skills at risk of dying out – from map reading to knot tying – and turned the insight into ‘how to’ tips videos. Camping in the Forest experts demonstrated outdoor skills such as pitching a tent, using a compass and cooking on a camp stove, and we shared the content alongside a national press release incorporating the survey’s findings.

Building on the educational theme, we launched ‘Elemen-tree School’ classes at selected campsites, helping people get back to nature and teaching basic outdoor skills. An interactive quiz testing camping knowledge and a dedicated page on the brand’s website allowed people to book classes. We also invited local schools to join classes.

The Results

The angle captured the imaginations of national and regional media and quickly secured:

  • 10 pieces of national coverage including The Sun, The Mirror, The Daily Star and The Express
  • Five pieces of regional coverage promoting the Elemen-tree School classes

Importantly, the coverage led customers to Camping in the Forest’s content, and delivered:

  • 24,478 ThruPlays (15-second views) of the video tips
  • More than 60 bookings for the Elemen-tree School classes