Our Work

Max-imise Camping

Camping in the Forest

88% backlink rate

14 national hits


To drive awareness of Camping in the Forest sites nationwide and reach new audiences, encouraging more people to consider a UK camping holiday.

In addition, the timing of the campaign was planned to drive bookings for the crucial summer season.


We identified that if we were to encourage more people to try camping, we needed to first understand the barriers. So, we commissioned research to uncover what holds people back from the camping experience.

To generate cut-through with our core media, we partnered with Max Woosey – aka the ‘boy in the tent’ – who famously camped outside for 600 nights to raise money for charity.

Supporting our national and regional media relations activity, we created a video of Max’s top tips for enjoying the great outdoors, covering everything from what to pack to putting up a tent. The advice was amplified on Max’s and CITF’s social channels, complete with an infographic series of the best tips.

Adding an extra dimension to the campaign, we launched a competition offering novice campers the chance to win a free stay and £500, allowing them to enjoy the great outdoors for the first time.

Leisure resort PR agency - WPR


The attention-grabbing campaign secured:

  • 42 pieces of coverage
  • 14 national hits including The Sun, The Independent, The Express, The Mirror and the Daily Star
  • 28 regional hits with syndication across Reach PLC titles
  • 100% key message inclusion
  • 96% video and image inclusion
  • 88% backlink rate
  • 440 competition entries

100%key message inclusion