Camping in the Forest: Generation Exploration

The Challenge

To drive awareness of Camping in the Forest’s sites among the empty-nester audience to help gain bookings over the key summer season.

Specifically, we were tasked with showcasing the benefits of staying at a Camping in the Forest site, not just for the facilities but for the fun outdoor activities in the local area too.

 

The Idea

We commissioned research to discover if life really does begin at 40 and whether today’s over-40s are more adventurous than ever before.

Armed with our findings, we launched a national job hunt to find the UK’s most adventurous person over 40. This dream role would pay one lucky winner to visit Camping in the Forest sites around the country.

We used the job role as a hook to link back to Camping in the Forest’s offering and activities, while the job application form hosted on the brand’s website helped drive traffic via national and regional PR activity.

We created supporting social collateral to drive competition entries and engagement. The winner became an ambassador for the brand, with images and videos shared on Camping in the Forest’s social channels to reinforce the campaign’s messages.

 

The Results

The national and regional campaign secured:

  • Eight national press hits including The Sun, The Independent, The Express and The Mirror
  • 18 pieces of regional coverage in key locations close to Camping in the Forest sites
  • A 62% backlink rate
  • 100% key message inclusion
  • 2,942 clicks to the landing page
  • 124 competition entries