"Our strategy adopted a layered approach, using campaigns with a travel and regional focus, supported by relevant reactive content that positioned PaulCamper as experts in the UK travel industry. Building a strong UK presence We set out to establish PaulCamper as a competitor to other similar businesses in the UK. To achieve this, we delivered several campaigns to position our client as an expert in their field and we built high-quality links from national UK and regional publications."
"In one reactive PR example, we focused on educating campers that were planning to go on a staycation that summer on the different rules and laws related to camping across the UK. The advice and insights ensured that campers were set up to have the best (and safest) experience. Outreached during the summer months, its topical nature made the campaign incredibly newsworthy and this activity alone achieved 40 pieces of coverage including placements in the Sun, The Express and the Reach PLC network."
PaulCamper, a campervan rental platform established in Germany and the Netherlands, sought to enter the competitive UK market during the staycation boom. The company faced significant challenges including zero UK presence, established competitors with strong rankings, and a new website lacking links and search visibility. Impression developed a strategic approach combining travel-focused campaigns, regional initiatives, and reactive content to position PaulCamper as an industry expert. The strategy included building high-quality links from national and regional UK publications, optimizing campaign copy for target pages, and creating timely, newsworthy content. A reactive PR campaign educating campers about UK camping rules achieved 40 media placements including coverage in major publications like the Sun and The Express, significantly boosting visibility and establishing PaulCamper's authority in the UK staycation market.
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