Hipcamp: Amplifying the great outdoors



Public Relations

Pitching a tent with a global brand

Since 2021, Aruga has partnered with the world’s largest provider of outdoor stays to find new and innovative editorial opportunities to keep Hipcamp a household backyard name. You could say our storytelling approach is ‘off the beaten track’.

Aruga continues to work sock-in-boot with the teams at Hipcamp Australia and the USA, unearthing unique media opportunities that sit across general news, features and industry press. As any great publicist should, we keep our finger on the pulse of agricultural and tourism news and trends, pitching Hipcamp front and centre where it matters most to them.

Aruga’s storytelling prowess achieved incredible coverage across top-tier and high-priority niche media outlets spanning news, travel and agritourism in Q1 2023 (Jan to Mar). The coverage continued to leverage the Hipcamp brand across Australia and entice more people outdoors over the summer than ever before.

Within three months, Aruga delivered a well-rounded PR campaign that saw a total of 173 clips reach an audience of more than 7M (which was also a 54% YoY increase).



Total media clips


Earned media clips


Advertising value equivalent


Audience reach



Conducted interviews with Hipcampers and Hosts to mine story angles.

Written Materials

Creation of media materials including news releases, fact sheets, surveys and FAQs.

Strategy Development

Developed and implemented a 6-month strategic map of activity spanning media relations & partnerships.

Winning tactics

Thumbs Up

Leveraging news and current events to position Hipcamp experts as industry leaders who provide astute and timely commentary and insight, either within an existing news story or as a standalone piece of media.

Peace Sign

Refreshing our robust proactive PR strategy for 2023 to ensure we were across the Australian calendar of events, leveraging current trends within the media landscape and telling our own stories.


Looking deeper than surface level, we got to know the Hipcampers and Hosts that drive the brand to share their compelling stories.

Campaign highlights

A data-led piece in InQueensland reported the rise in US travellers to rural Queensland.
QWeekend profiled Hipcamp hosts from Queensland.
News Corp ran a nationally syndicated story speaking to a spike in Tasmanian Hipcamp bookings.