A PR campaign for Camplify, a campervan and motorhome sharing platform, to help generate bookings and increase owner sign-ups throughout the UK’s ‘summer of staycations’ post-lockdown.

The Brief

AM+A were contracted to help Camplify, an Australian based campervan and motorhome sharing platform, expand into the UK market and tap into the domestic tourism surge. Due to the COVID-19 pandemic, many Brits were unable to travel abroad for much of 2021, leading to a ‘summer of staycations’ and a big opportunity for Camplify to establish themselves in this market.

Our Solution

- Generate publicity in national newspapers and major online travel publications, in addition to personal finance magazines

- Focus on the story of Camplify’s rapid growth, owners turning their passion into a new form of income, in addition to the ease of use for consumers

- Profile current Camplify owners and their success, which in turn would encourage other owners to list their van on the platform

- Centre messaging on the freedom Camplify and campervanning offers, striking a chord with people’s desire to explore after nearly two years in and out of lockdowns

- Create pitches that tapped into current events and trends, positioning Camplify as the perfect way to experience them (e.g. the best way to watch the EUROs on holiday, best places in the UK to watch the Super Moon)

- Organise press trips for media to experience Camplify for themselves

- Look to partner with major brands that have large, overlapping audiences to help raise brand profile and trust

What They Said

The Results

- AM+A generated a total of 61 pieces of coverage in a seven-month period across a host of national newspapers, money and travel magazines including The Guardian, The Daily Mail, The Daily Telegraph, Yahoo! Style, The Metro and This is Money

- This coverage had a total reach of 32,677,901 and a value of £1,200,831

- For every £1 Camplify spent, we generated a reach of 3,112 and returned £114 worth of value

- AM+A organised multiple press trips including for the Mail on Sunday and the Sunday Telegraph

- Secured two collaboration campaigns with Debenhams and Deliveroo to tap into their large audiences and increase Camplify brand awareness and trust

- Helped Camplify achieve a record month for UK bookings in May and then another record in June

Skills & Services Delivered

- Press office services

- PR strategy development and implementation

- Press trips

- Strategic partnerships

- Market analysis and insights

Recent Work