Hipcamp: Amplifying the great outdoors

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).

Results

173

Total media clips

49

Earned media clips

$409,956

Advertising value equivalent

7.06M

Audience reach

Deliverables

Interviews

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

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.

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.