{"id":96235,"date":"2024-01-12T13:51:03","date_gmt":"2024-01-12T13:51:03","guid":{"rendered":"https:\/\/www.72point.com\/portfolio\/happy-campers\/"},"modified":"2025-11-07T11:05:28","modified_gmt":"2025-11-07T11:05:28","slug":"happy-campers","status":"publish","type":"portfolio","link":"https:\/\/www.72point.com\/us\/portfolio\/happy-campers\/","title":{"rendered":"Happy Campers"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;90&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;126329&#8243; row_height_pixel=&#8221;500&#8243; el_class=&#8221;portfolio-header-block&#8221;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;bottom&#8221; gutter_size=&#8221;3&#8243; override_padding=&#8221;yes&#8221; column_padding=&#8221;3&#8243; style=&#8221;dark&#8221; back_image=&#8221;96236&#8243; back_image_auto=&#8221;yes&#8221; overlay_color=&#8221;color-jevc&#8221; overlay_alpha=&#8221;20&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; css_animation=&#8221;left-t-right&#8221; radius=&#8221;lg&#8221; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;108660&#8243; overlay_color_type=&#8221;uncode-palette&#8221;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_size=&#8221;h3&#8243; uncode_shortcode_id=&#8221;167276&#8243; el_class=&#8221;portfolio-header-client&#8221;]WPR &amp; Camping &amp; Caravanning Club[\/vc_custom_heading][vc_custom_heading auto_text=&#8221;yes&#8221; heading_semantic=&#8221;h1&#8243; text_font=&#8221;font-561908&#8243; text_size=&#8221;h1&#8243; text_transform=&#8221;uppercase&#8221; uncode_shortcode_id=&#8221;955514&#8243;]This is a custom heading element.[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;108785&#8243;][vc_column width=&#8221;2\/3&#8243;][vc_empty_space empty_h=&#8221;2&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221;][vc_column_text text_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;145627&#8243; el_class=&#8221;portfolio-introtext&#8221;]WPR is a Birmingham-based PR agency which works with brands that range from nationwide care homes to frozen vegan foods.<\/p>\n<p>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 \u2013 the Camping and Caravanning Club.[\/vc_column_text][vc_empty_space empty_h=&#8221;2&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221;][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;206336&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;93921&#8243; media_width_percent=&#8221;100&#8243; shape=&#8221;img-round&#8221; radius=&#8221;std&#8221; uncode_shortcode_id=&#8221;477555&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;853702&#8243;][vc_column width=&#8221;1\/4&#8243;][\/vc_column][vc_column width=&#8221;3\/4&#8243;][vc_empty_space empty_h=&#8221;2&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-147470&#8243; text_size=&#8221;fontsize-993625&#8243; text_weight=&#8221;600&#8243; sub_reduced=&#8221;yes&#8221; uncode_shortcode_id=&#8221;101863&#8243; el_class=&#8221;portfolio-subheader&#8221;]Video Production &amp; Distribution[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;171436&#8243;]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.<\/p>\n<p>Working with third-party research isn\u2019t 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.<\/p>\n<p>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 \u2013 they come to us.[\/vc_column_text][vc_empty_space empty_h=&#8221;2&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;3&#8243; bottom_padding=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;521168&#8243; back_color_type=&#8221;uncode-solid&#8221; back_color_solid=&#8221;#f6cbe2&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_custom_heading text_color=&#8221;color-495040&#8243; heading_semantic=&#8221;p&#8221; text_size=&#8221;h1&#8243; css_animation=&#8221;marquee-scroll&#8221; marquee_clone=&#8221;yes&#8221; uncode_shortcode_id=&#8221;411149&#8243; text_color_type=&#8221;uncode-palette&#8221;]32 pieces of coverage \u2733\ufe0e[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;3&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;127266&#8243;][vc_column width=&#8221;2\/3&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-147470&#8243; text_size=&#8221;fontsize-993625&#8243; text_weight=&#8221;600&#8243; sub_reduced=&#8221;yes&#8221; uncode_shortcode_id=&#8221;865546&#8243; el_class=&#8221;portfolio-subheader&#8221;]Positive Impact of Camping[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;488008&#8243;]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.<\/p>\n<p>Once we knew the direction of the story, this helped us form some ideas that ticked all the boxes.<\/p>\n<p>We needed to:<\/p>\n<ul>\n<li>Physically show people how camping can positively impact your mental wellbeing.<\/li>\n<li>Do this in a way that was newsworthy and would get people talking.<\/li>\n<li>Reveal attitudes to the outdoors of those who live in urban or suburban areas via additional OnePoll research.<\/li>\n<li>Land widespread coverage across national publications.<\/li>\n<\/ul>\n<p>The winning idea involved an activation outside of London\u2019s King Cross station \u2013 renowned for the busy hustle and bustle of daily commuters \u2013 which aimed to bring the countryside to the city.<\/p>\n<p>We setup a \u2018pop-up pod\u2019 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.<\/p>\n<p>A photographer and videographer were also present to capture people\u2019s reactions to the pod which we turned into quality content that was then packaged up for press, along with the research findings.[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;2\/3&#8243;][vc_single_image media=&#8221;93975&#8243; 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27 of which were top tier titles with a domain authority of 70+ &#8211; and seven pieces of print coverage. 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