The Caravan and Camping Industry Association NSW (CCIA) has launched a new campaign in collaboration with WiredCo. to promote camping in New South Wales, targeting individuals more accustomed to hotel stays. This initiative introduces a unique ‘hotel-to-camping translation service’ that helps hotel enthusiasts transition to camping by equating hotel amenities to camping alternatives.

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The campaign’s translation service, developed with input from both artificial intelligence and experienced campers, comprises over 250 terms. For instance, a bathrobe and slippers are interpreted as ‘thongs and a beach towel’, a hotel mini bar as an ‘Esky’, and a ‘Do Not Disturb’ sign as a sock on a tent.

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Designed for those open to new experiences, the campaign spans various platforms such as social media, YouTube, TikTok, earned media, print, and digital touchpoints. Camping in New South Wales has witnessed substantial growth, with over 5 million trips recorded in 2024 and $11 billion in visitor expenditure from January 2021 to September 2024.

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The campaign includes a free online course hosted by a ‘camping concierge translator’ named Lachie. This retro-style course covers aspects like comfort, facilities, and entertainment, aiming to make the transition from hotel to camping seamless and enjoyable, encouraging more people to experience camping in New South Wales.

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WiredCo., a renowned independent creative brandformance agency, is spearheading this campaign. Joe Stuart, WiredCo.’s Creative Lead, highlighted that the campaign was inspired by the increasing interest among Australians in the free-spirited camping lifestyle. The aim was to help newcomers navigate the transition from hotels to camping by teaching them the unique camping terminology.

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Lyndel Gray, CEO of CCIA NSW, emphasized the growing trend of consumers seeking outdoor holiday experiences that combine nature and comfort. With camping and caravanning trips in NSW increasing by 10% annually, the hotel-to-camping translation service aims to facilitate a seamless transition while adding an element of fun and entertainment.

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The initiative aims to bridge the gap between the comfort of hotels and the adventure of camping, making camping more accessible and appealing to a broader audience. By offering a structured translation service and educational resources, the campaign strives to dispel any apprehensions or challenges that potential campers may face when transitioning from traditional accommodation to camping experiences.

As camping continues to gain popularity as a preferred holiday choice, initiatives like the hotel-to-camping translation service play a crucial role in expanding the camping market and attracting new participants. By providing innovative solutions and engaging content, the campaign sets a precedent for promoting outdoor experiences and fostering a deeper connection with nature.