WPR is a Birmingham-based PR agency which works with brands that range from nationwide care homes to frozen vegan foods.
Having built a strong and trusting relationship with them after first working together over six years ago, they came to us with a slightly different brief for a familiar client – the Camping and Caravanning Club.
Video Production & Distribution
It required us to utilise a 52-page report, created in conjunction with Liverpool John Moores University and Sheffield Hallam University; highlighting the positive benefits of camping and how it makes you feel. We needed to do this in a way that was newsworthy and interesting to consumers, while still assisting with the business objectives the brand needed to achieve.
Working with third-party research isn’t our usual way of working, so this was the challenge for us but, nonetheless, one we were keen to take on given the client and our ongoing working relationship.
WPR is a long-standing client of ours who we work with in an open and collaborative way, so whenever they need support on bigger campaigns that require national media appeal – they come to us.
32 pieces of coverage ✳︎
Positive Impact of Camping
Before taking the brief into one of our daily brainstorm sessions, we did a deep dive into the report and pulled out any stats we deemed newsworthy to help with the overall news angle.
Once we knew the direction of the story, this helped us form some ideas that ticked all the boxes.
We needed to:
- Physically show people how camping can positively impact your mental wellbeing.
- Do this in a way that was newsworthy and would get people talking.
- Reveal attitudes to the outdoors of those who live in urban or suburban areas via additional OnePoll research.
- Land widespread coverage across national publications.
The winning idea involved an activation outside of London’s King Cross station – renowned for the busy hustle and bustle of daily commuters – which aimed to bring the countryside to the city.
We setup a ‘pop-up pod’ transporting passersby to a calm and serene space which reflected the overall camping experience, fronted by the former president of the club and TV personality, Julia Bradbury.
A photographer and videographer were also present to capture people’s reactions to the pod which we turned into quality content that was then packaged up for press, along with the research findings.
Coverage Results
The story secured 32 online pieces of coverage – 27 of which were top tier titles with a domain authority of 70+ – and seven pieces of print coverage. The piece also secured two backlinks and was shared 164 times via social media outlets.
32
Pieces of coverage
164
Social shares
