CCIA.

Background & Insight

The Camping Concierge.

Camping in NSW was booming and Australia had just been named the best place in the world to camp.

Yet, our research uncovered that 91% of first-time campers feel out of their depth.

This is the story of a world first that made camping even easier for first timers and helped increase visits to the CCIA’s stunning locations.

Background & Insight

The Camping Concierge.

Camping in NSW was booming and Australia had just been named the best place in the world to camp.

Yet, our research uncovered that 91% of first-time campers feel out of their depth.

This is the story of a world first that made camping even easier for first timers and helped increase visits to the CCIA’s stunning locations.

The Idea & Results

We created the world’s first hotel to campaign translation service, The Camping Concierge, to help show hotel lovers they could get all their creature comforts of a hotel stay on a camping trip in awesome NSW.

With the help of AI, we worked with hotel lovers and seasoned campers to develop a vocabulary of over 250 possible translations. Fancy a bathrobe and slippers? That’s thongs and a beach towel in camping speak. Love your hotel mini bar? Meet your new best mate, the Esky. Need air-con? Mother Nature’s got you covered with her sea breeze. Craving some ‘alone’ time? A sock on your tent is the camping equivalent of the Do Not Disturb Sign… you can thank us later.

53% increase in organic traffic to the CCIA website YOY

66% increase in organic search during the campaign period YOY

6 million Aussies reached

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World’s first hotel to camping translation service

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World’s first hotel to camping translation service

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World’s first hotel to camping translation service

CCIA.

CCIA.

Let’s talk.

Let’s talk.

Let’s talk.