The Problem
Back in 2016, our clients were telling us that they wanted an event that got the media interacting with the brand and their products. Something outdoors and friendly, atmospheric and inspiring. Our brands wanted to build relationships and create content at the same time. We also know media have tight schedules, so whatever we did needed to ensure their time was well-spent: lots of stories, experience and knowledge under one (tent) roof!
The Strategy
After some brainstorming and mulling we came up with Spring Camp Out. The event would be a fun and effective way for key media folks to get hands-on with our brands' gear with our brands at the event too. This would in effect offer an interactive alternative to the traditional press release. Any questions answered in the moment by the enthusiastic brands who were also hiking/cycling/wild swimming …
The Tactics
We carefully selected a healthy mix of lifestyle and a sprinkling of outdoor media as well as some influencers so we had a good mix. Our brands who were taking part were all invited too. Each brand could own a part of the event or would have the chance to talk or present to the attending media. The venue was in sunny Dorset and the format was a night of camping and two days of activities testing out the latest kit from our brands. Our passionate brand representatives were on hand to deep-dive into the gear as the media and influencers used it. Planning is everything! And we worked with a trusted adventure activity provider to make sure everything was as organised as possible (and insured) and our guests had the best possible instruction. After receiving RSVPs, media were provided with a Camper’s Handbook containing kit lists, travel tips, and brand details. We worked hard to order the latest products to create the ultimate testing bundle for each participant ready for their arrival at camp. Once at the event media received welcome booklets with social media tags, the itinerary, and more intricate product information. Our brands received media attendee bios to help spark great conversations around the campfire. All that was left was to have fun!
Camp Out is ace - a massively memorable and enjoyable way to meet industry experts, fellow journalists and a new generation of content creators doing things completely differently. And getting to test great gear in sensational outdoor scenarios, while you have the product experts right there alongside you to answer questions, is fantastic. Pat Kinsella, Advnture.com, T3.com
The Content
Content creators shared real-time snapshots of them taking part in various activities such as Nordic Walking with poles provided by LEKI or hiking in the latest waterproof pleant-based innovation from Polartec. Journalists were inspired to plan their next features whether that was a product based review, an activity or both as they lit their own bonfires, hiked to local beauty spots, and wild swam in the sea. By evening, the campsite buzzed with excitement as new friendships formed. We made sure everyone had what they needed, whether it was a piping hot coffee in a Hydro Flask mug (or Mermaid G&T!) or another marshmallow to toast. Goodbyes are always bittersweet, but we kept the energy going by sharing photos and videos from the event.
The Results
We provided press room links, and gathered media coverage which filters through over the following months. The relationships and memories from Camp Out lead to fantastic media interactions and lots of conversation around our brands. Spring PR Camp Out is a lot of work, but a lot of fun, driving real connections and great brand exposure.
Spring PR Camp Out is a lot of work, but a lot of fun, driving real connections and great brand exposure. See you by the campfire?
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