The Brief

Although well known amongst camping and outdoor enthusiasts in Australia, Coleman® had received little coverage and recognition with mainstream, lifestyle and travel media. To widen the appeal of the brand, reach new-to-camping families and key female family decision makers, Coleman® enlisted the help of The Red Republic.

To bring the brand ethos ‘Making Memories Outdoors’ to life, The Red Republic executed a media family to help build lasting relationships with key lifestyle and travel media. Media were encouraged to bring their families on a memorable camping weekend away.

Founded in 1901, Coleman® is firmly established as a global leader in innovative outdoor recreational products. Hero product ranges include the Hot Water On Demand, Hyperflame®, Instant Up and an extensive range of outdoor furniture. The company’s lanterns and stoves, coolers, tents, sleeping bags and airbeds make up a long list of hugely popular products that find themselves scattered through every camping destination nation-wide. Under the Coleman® umbrella sits Australian icon Esky®, Sevylor®, the leaders in water recreation gear and Aerobed®, the number one airbed brand in the world.

The Outcome

12 key lifestyle and travel media and their families attended a Coleman®  famil in Bundeena National Park, an hour south of Sydney. Publications including Practical Parenting, Essential Kids, Saturday Telegraph’s Kidspot, Holidays with Kids, Australian Traveller and NineMSN had the opportunity to experience the full Coleman product range in action, and create their very own lasting memories.

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By allowing journalists to experience the brand for themselves, we were able to reach almost 2 million people and generate almost $420,000 worth of PR value. The experience also generated significant social media coverage from those who attended, with 38 posts using the weekend’s hashtag #ColemamMemories.

The media famil allowed Coleman® to establish lasting and trusted relationships with the media, many of whom were self-proclaimed ‘Camping Converts’. It was through these relationships which lead to a number of further collaborations, including a partnership with The Daily Telegraph Kidspot for a reader campout in 2015, firmly placing the brand as the foremost brand in the outdoor space.

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