Canada's Best Summer Job: $20K, 20 camp sites & 4000 miles

To create media-dominating coverage for Hipcamp's Canadian launch and drive direct traffic to the website, Pointman recommended a national pitch to win the hearts and minds of Canadian campers (and media) to give a lucky Canadian 'Canada's Best Summer Job.'
With a salary of $20k, the winners travelled across the country camping/glamping, appearing in media interviews and vlogging to create content for Hipcamp along the way.
The contest ran for several weeks and created four phases as planned opportunities to send out releases nationally and locally in major markets.
First, we announced the competition, then updated the media on who was winning and how local residents needed to 'vote' for their favourite candidate. Candidates took the initiative to appear on local media and boost their contest standings.
Once the 'winner' was crowned, we were able to promote them to local media in their hometown.
While generating daily content for Hipcamp from the campsites, the winners starred in local media interviews where the campsites were located to further promote Hipcamp.
The campaign won the hearts and minds of Canadians (and Canadian media) and was easily the most successful earned media travel campaign of 2021. Many top-tier media spoke about it in incredibly positive terms and called Hipcamp 'the one to watch,' in the campsite booking game.
Our stunning, media-dominating results:
57 television interviews and clips
69 radio clips
236 online media clips linking to Hipcamp.com
362 Media hits total!