Max-imise Camping
Camping in the Forest
88% backlink rate
14 national hits
THE CHALLENGE
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.
THE IDEA
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.
THE RESULTS
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