Hipcamp wanted to raise awareness of its camping sites across the UK ahead of summer ‘23.

Leveraging an existing cultural moment to create ‘the trend’ for the summer.

We looked at trending searches over the past month and saw that stargazing was on the rise.

This insight (combined with Wales being named the first designated International Dark Sky Sanctuary in Europe) presented an opportunity.

With some PR flare, we coined camping under the night sky “Star Bathing” and declared ‘Astro-tourism’ to be having a moment, and the story flew.

We secured coverage in national news and consumer lifestyle, in both print and online. Including The Sunday Times, Daily Star, The Daily Mirror, The Daily Express, and Stylist.

With a reach of nearly 2M it was testament to the power of creative trend-led thinking.