Contagion

RESPONSIBLE
CAMPING/

TOURISM
NEW ZEALAND/

RESPONSIBLE
CAMPING

TOURISM
NEW ZEALAND/

Things to consider when talking to freedom campers:

Don’t ruin their buzz.
Be useful and create no waste.
Make them feel welcome.

This was made very tricky when you consider the target audience don’t use traditional media. So, we created our own channels. Firstly, we crafted a series of stunning organic tote bags, based on the legend of Tane climbing to the heavens to collect the three baskets of knowledge. These were placed in every camper van, to be used as a rubbish, beach and shopping bag as plastic bags were about to be banned.

To encourage freedom Campers to camp in the right places and use the facilities, we knew we had to give them something they want in return. One of the most important things for them is staying in touch with home and bragging about their amazing trip on social. But they generally only use their devices in areas with free wifi. So we created our own network and put free wifi on the facilities in areas we wanted people to stay. But before they get access to the free wifi, they’d have to watch our educational film.

THE
WORK/

THE
WORK/