Wild Lifestyles
The Camping and Caravanning Club
142 pieces of coverage
46 national hits
The Challenge
To drive targeted awareness with the club’s core customer base, increasing consideration among experienced campers.
The brief was to maximise the partnership with club president, wildlife cameraman and presenter Hamza Yassin, to capture audience attention early in the season and drive search and booking demand.
The Idea
Our research of target audience segment data showed this audience was invested in camping and take frequent trips. So our messaging, previously geared towards attracting new campers, needed to shift from reasons to try camping to the benefits of staying at a Camping and Caravanning Club site.
With Mintel’s market report highlighting ‘back to nature’ as a growing industry trend, we leaned into the ‘wild lifestyles’ we knew our audience enjoyed, building a campaign around the best places in the UK to see different species in the wild.
To create headline grabbing angles, we commissioned research revealing how many Brits were unable to identify popular wildlife, and devised a traffic-driving interactive map to show where you’re most likely to see different species, plus the nearby campsites at which you can stay.
The Results
Within hours of releasing our story, we’d achieved:
- 142 pieces of coverage –
- A whopping 46 national hits including Mail Online (and Daily Mail in print), Mirror Online, Express Online (and in print), Daily Star (online and two print pieces including a near full page), Country Living, Yahoo and MSN (many times over)
- 91 regional articles
- 6 broadcast hits including a 2-and-a-half-minute segment on Talk Radio and Talk Sport
- 10.4k engagements with the wildlife map
- An average dwell time of 2 minutes 10 seconds
- A 25% uplift in organic searches for The Camping and Caravanning Club on launch day
10.4kengagements with the wildlife map