Digital PR Agency

PR & Reputation Management Company

Transforming perceptions of Eurocamp

introduction

Anyone who has experienced a Eurocamp holiday will know how special it is. Set in stunning resorts with thrilling water slides and pools, a mouthwatering array of eateries, spacious, modern holiday homes and endless fun for the kids. It really is the place to be if you’re a family seeking unforgettable memories.

Yet, Eurocamp faced a challenge: a perception gap between who they truly are and how they’re perceived.

Smoking Gun’s mission was to transform Eurocamp’s image from a traditional camping trip to a top-tier, mainstream holiday.

To achieve this, we secured 50 press trips, turning first-time Eurocampers into passionate brand advocates. Publications like LADbible, Women’s Health, and The i introduced Eurocamp to entirely new audiences, shifting perceptions and expanding its reach.

Over two years, we generated 1,572 media hits – an average of 56 pieces per month – across national, regional, trade, and lifestyle media, significantly elevating brand visibility.

As a result, we transformed Eurocamp’s image, boosting positive sentiment by 30% to reach an impressive 85% positivity in media coverage.

Key Objectives

Build brand awareness and salience with new audience segments (all inclusive and self-catering holiday bookers)
Expand media coverage to amplify brand reach
Increase online visibility
Craft a fresh brand narrative to reshape perceptions

strategy

Our approach was bold and clear:

Speak the language of mainstream holidaymakers: Emphasise “resorts” instead of “camping.”

Craft compelling stories for mid-market, broadsheets and more affluent lifestyle media.

Tap into authentic consumer insights to create emotionally resonant stories that spark conversation.

Show, Don’t Just Tell – invite a diverse array of media, new to the Eurocamp experience, on immersive press trips to showcase the undeniable allure. Collaborate with the media to ensure that every image and story captured the essence of a modern Eurocamp holiday – highlighting sleek holiday homes over traditional tents.

implementation

Here’s a flavour of some of the strategic storytelling we delivered to help transform perceptions and inspire people to try Eurocamp –

Capitalising on the airfryer craze and spotting that people were taking them on their travels – we unveiled the world’s first holiday hire airfryer service.

Recognising the trend of parents holidaying with friends, we created a playful holiday compatibility quiz, backed by consumer insights and expert commentary on the joys of shared adventures.

Eurocamp’s in-house travel guru took centre stage, sharing money-saving hacks to entice holidaymakers to make the switch. We also tapped into trending travel themes, from ‘soft travel’ to ‘destination dupes,’ cementing Eurocamp’s status as a relevant and savvy travel authority.

Smoking Gun secured high-profile press trips with media giants like Hello!, i, LADBible, The Telegraph, The Guardian and Women’s Health. Additionally, we partnered with network publications such as Newsquest and National World, amassing a total of 203 captivating pieces of coverage on the Eurocamp holiday experience.

results with impact

1,572 media hits

(averaging 56 pieces per month) across national, regional, trade and lifestyle media, significantly boosting brand visibility

Coverage in high-profile media outlets

such as The Times, The Guardian, The Telegraph, LADBible, Hello! and Women’s Health introduced the brand to new audiences

78% link inclusion

with an average DA of 68 significantly boosted SEO

50 press trips

secured turned newbie Eurocampers into trusted brand advocates

message effectiveness

In the two + years Smoking Gun worked with Eurocamp, we successfully repositioned the brand as a modern, mainstream family holiday provider.

Crucially our media coverage delivered on message effectiveness.

Through 800+ articles which reinforced Eurocamp’s credibility, sentiment analysis shows a clear shift. Previously, Eurocamp had a ~50-60% neutral sentiment, with more focus on traditional camping, however Smoking Gun achieved 85% of coverage now positive, emphasising affordability, family-friendliness and modern accommodations. Newsmaking activity such as “new ski parc”, “destination dupes” and “airfryer for hire” successfully redefined Eurocamp’s image, while strategic industry commentary (e.g., Heathrow strikes, Dover delays) positioned it as a travel authority

results with impact

1,572 media hits

Coverage in high-profile media outlets

78% link inclusion

50 press trips

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