Hipcamp: Launching in the UK market

To celebrate its arrival in the UK, Hipcamp wanted to launch a ‘Best UK Summer Job’ competition to drive brand awareness and amplify its presence in this new market. The challenge was the ‘best job’ mechanic had worked well elsewhere, but wasn’t new to UK media.

Our response

We launched the campaign in May, and drove awareness through proactive pushes in line with key moments in the competition timeline – from the finalist announcement to the eventual winner.

Alongside pitching to traditional media, both national and regional, we organised two broadcasts days, securing placements on national, commercial and community stations.

To further amplify awareness of the competition, we set up wire distribution for the finalist and winner announcement, which ranked on Google and supported SEO objectives.

The campaign allowed us to be front and centre of the camping conversation over the key summer period.

The team secured 48 pieces of coverage across the campaign in national, regional and travel publications, including The Observer, The Sun, Telegraph, Guardian and more.

The broadcast days saw 167 hits with a total reach of 2.9M and a media value that exceeded £64k.