Objective

Expand Hipcamp’s market and user base by engaging the ‘skeptical outdoorsman’ - adventurous 28 - 35-year-olds who may feel hesitant and disconnected from traditional outdoor experiences. This campaign will focus on breaking down preconceived notions and elitism by showcasing authentic, relatable realities of being outdoors.

Intro

Hipcamp is an online platform that connects people to unique and accessible outdoor experiences no matter where you are. By connecting people with the land, and each other, Hipcamp encourages land hosts and guests to appreciate and rediscover their own outdoors. Since 2013, Hipcamp has taken off as a unique resource for those yearning for exploration outside, becoming the world’s leader in camping, glamping, and outdoor stays with over 7 million plus users.

Problem

How can we expand Hipcamp's user base outside the stereotypical seasoned camper persona, and show and encourage new outdoor enthusiasts to rediscover their outdoors?

Response

This campaign aims to highlight the struggles of outdoor exploration in order to destigmatize camping and show that being ‘outdoorsy’ is in us all. Meditative locations are shown in their contrasting bustling city with simple callouts to the Hipcamp retreats all around.

Collaborating with leading outdoor retailer R.E.I., Hipcamp can associate with a culturally well-backed brand, and provide on-ground community events to teach outdoor skills and common gear set-ups. By redefining “outdoorsy” to resonate with those craving unique but approachable experiences, Hipcamp aims to grow customer loyalty and reach this key demographic.

​Rediscover the outdoors beyond routine—Hipcamp offers flexible adventures, perfect for those seeking nature’s simplicity, bug bites and all.