The Caravan and Camping Industry Association NSW (CCIA), has teamed up with WiredCo. on a new campaign aimed at promoting camping in New South Wales to those usually more inclined to be found inside a hotel.

The initiative introduces a ‘hotel-to-camping translation service’ designed to assist hotel enthusiasts in transitioning to camping by translating hotel amenities into camping equivalents.
The service features a vocabulary of over 250 terms, developed with the assistance of artificial intelligence and insights from both hotel lovers and seasoned campers. Examples of these translations include a bathrobe and slippers being reimagined 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.

The campaign is targeted at a new segment of individuals who are open to exploring new experiences and have a diverse holiday repertoire. It spans across various platforms, including social media, YouTube, TikTok, earned media, print, and digital touchpoints.

Camping in New South Wales has experienced significant growth, with over 5 million trips recorded in 2024 and $11 billion in visitor expenditure from January 2021 to September 2024. The campaign includes a free retro-style online course hosted by a ‘camping concierge translator’ named Lachie, which covers aspects such as comfort, facilities, and entertainment.

WiredCo. is recognised as an independent creative brandformance agency, noted for being one of Australia’s fastest-growing and most awarded agencies. The campaign aims to make the transition from hotel to camping seamless and entertaining, encouraging more people to try camping in New South Wales.

Joe Stuart, WiredCo.’s Creative Lead, explained the rationale behind the campaign: “More and more Aussies are being enticed by the natural, free-spirited camping lifestyle for their holidays. But what we discovered through social listening is that potential newbies find the idea of transitioning from hotels and Airbnb’s to camping a little daunting.

“They’re used to all the amenities of a hotel or Airbnb and the terminology that comes with it. The thing is, camping’s got them all, just slightly different versions with slightly different names. It was at this point we said, what if we could do something fresh like teaching Aussies (and overseas visitors) to speak camping and caravaning?”

He added, “We wanted to set something into the world so logical and useful, yet totally bizarre, to help encourage even more campers to come to NSW. This is where we created The Camping Concierge to help translate hotel to camping speak for the first timers. And we took the translating very seriously, developing the 250+ (and counting) vocabulary meant engaging a bit of AI and a bit of real humans.”

Lyndel Gray, CEO of CCIA NSW, said more people opting for holidays in the outdoors makes it’s clear nature and comfort need to go hand-in-hand.

“In fact, with NSW camping and caravanning trips growing by 10% each year, we’re seeing more consumers looking to actively connect with nature. Now, our world-first hotel-to-camping translation service is here to make that transition seamless with a bit of fun entertainment thrown-in.”