The digital camping platform by ADAC




Strategy, Public Relations, Content Marketing

December 2018 until December 2019


At the end of 2018, as a young start-up from ADAC SE, PiNCAMP entered a competitive market. Agile and dynamic, the camping platform pursues a “digital first” approach and thus shakes up the dusty industry. The aim of our continuous press work was to establish PiNCAMP as a reliable, yet fresh expert for all aspects of travel and camping in the minds of consumers. Through B2C stories like campsite listicles and guidebook articles such as camping tips, we strengthened the brand of the camping platform. In the B2B sector, we positioned PiNCAMP as a visionary startup which, in the long run, will digitalize the tourism industry.


Numerous competitors with similar services are already well established in the market. Many, however, do not offer additional information such as reviews by users or features like an on-site booking option. PiNCAMP goes that extra mile. The challenge was to prevail over long-established rivals and to anchor the PiNCAMP brand in the minds of consumers through continuous media coverage.

Based on our content and storytelling strategy, we have also created a unique online magazine that allows PiNCAMP to position itself as an experienced and passionate part of the camping community.

We generated over 610 clippings in print and online media, among others an article with dpa (German press agency) which, as a multiplier, increased our media reach significantly.


  • Articles in general-interest press such as,, and
  • Clippings in daily newspapers like Süddeutsche Zeitung, Münchner Merkur, Kurier as well as tz
  • Published texts in Handelsblatt, Focus and travel media such as fvw, touristic aktuell and Tourism Insider