Brisbane Festival
Amplifying the great outdoors
Hipcamp
Business
Regional
Tourism
Camping it up with a fast-growing global brand
Aruga packed its swag and partnered with the world’s largest provider of outdoor stays to get off the beaten track and find new ways to make Hipcamp a household backyard name.
With nothing off-limits, Aruga worked sock-in-boot with the team at Hipcamp to unearth unique storytelling opportunities, relevant news and events that our leaders could lend expert commentary to and like-minded brands to create exciting partnerships.
This approach saw Australian traffic increase 35.6% and the team celebrate their “biggest booking month ever” almost every month.
With a well-rounded campaign reaching industry and consumers, Aruga helped entice more people outdoors than ever before.
Results (2022)
439
earned media clips
$2.36M
advertising value equivalent
1134
total media clips
636
national and statewide clips
29.3M
audience reach
Deliverables
Interviews
Conducted interviews with Hipcampers and Hosts to mine story angles.
Written Materials
Creation of long-form research pieces, opinion editorials and media materials including news releases, fact sheets, surveys and FAQs.
Advertorial
Facilitating media relationships to secure high-value advertorial opportunities.
Graphic Design
Development of wanderlust-inducing social and advertorial assets.
Media Training
Ensuring spokespeople stay on message and can answer any question thrown at them.
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Leveraging news and current events to position Hipcamp leaders as industry experts who provide astute and timely commentary and insight.
Creating FOMO-worthy media famils to generate wanderlust, driving coverage and bookings.
Looking deeper than surface level by getting to know the Hipcampers and Hosts that drive the brand and sharing their stories.
