Case Study

From pitch to prime time: How Camping-Car Park drove with us into the German market – and onto National TV

Client

Camping-Car Park
https://www.campingcarpark.com/de_DE

Project Date

April 2025 - Now

Services

B2C, Lifestyle PR

The results

3

months

40

Articles Secured

174.1M+

Reached

The brief

With over 600 locations across Europe, Camping-Car Park is now expanding into Germany – aiming to build a trusted, high-quality network of camping destinations tailored to modern travelers. Their mission aligns with a growing demand for convenient and comfortable outdoor experiences.

To support this ambitious growth, Camping-Car Park partnered with us to launch a scalable, strategic PR initiative. The goal: to ensure each new site receives the attention it deserves among travelers, municipalities, and the media, while solidifying the brand’s presence in the competitive German camping market.

By combining our strengths in local engagement and outdoor travel storytelling, we set out to inspire curiosity, drive awareness, and help Camping-Car Park become a leading name for campers across Germany.

The campaign

We rolled out a dynamic, multi-location PR strategy, treating each campsite launch as a standalone campaign. Our approach included:
• Tailored press releases per site and region
• Targeted outreach to local, regional, and travel media
• Support for launches and journalist visits
• Invitation of press for firsthand experiences
• Clear storytelling to explain Camping-Car Park’s business model to a German audience
• Ongoing media monitoring and performance tracking to optimize results

Flexibility was key: We adapted messaging and targeting based on region, season, and media type to ensure relevance and resonance with each local audience.

Positioning drove every move we made

Throughout our work, we strategically positioned Camping-Car Park as a reliable partner for municipalities seeking to boost local tourism. By highlighting the economic and tourism benefits that each new site brings to its region, we reinforced the value of the brand beyond just travel convenience, but established Camping-Car Park as a trusted partner for communities.

To connect with the end consumer, we emphasized the ease and flexibility Camping-Car Park offers mobile homeowners and highlighted the real-life advantages of these well-equipped, easily accessible sites. This approach helped foster an emotional connection with both media and potential campers.

Throughout the campsite opening, a core priority was to clearly and consistently communicate Camping-Car Park’s business model in a way that resonates with the German media and their audiences, focusing on the blend of structure, accessibility, and freedom that defines modern camping.

The results

We achieved strong early results, securing 40 media clippings in the first three months across both regional and national outlets. Coverage included local newspapers such as Freie Presse, Braunschweiger Zeitung and Südkurier. A particular highlight was the MDR Sachsenspiegel TV crew attending and reporting from the opening of the new Camping-Car Park in Auerbach.

Several newly opened Camping-Car Park sites were successfully promoted during the peak camping season, ensuring timely visibility among key audiences. Importantly, the coverage appeared in outlets that directly resonate with RV travelers, nature lovers, and weekend adventurers – the core target groups for Camping-Car Park.

Beyond immediate media hits, the campaign helped establish growing awareness and interest in the Camping-Car Park brand within Germany. Through consistent outreach and clear messaging, we also built positive relationships with journalists and regional stakeholders, laying the foundation for deeper engagement and long-term impact.

Conclusion

By combining hyperlocal storytelling with a clear positioning strategy and hands-on media work, Laika helped Camping-Car Park plant its flag in the German camping market – not just launching campsites, but building a long-term reputation as a partner to regions and a go-to brand for modern campers. This is only the beginning, Germany, get ready to camp!