Camps Che-Na-Wah for girls and Baco for boys in the Adirondacks have provided memorable experiences for campers since 1923 and 1951 respectively.  Heritage and core values are critical to the camp’s success; and in today’s competitive marketplace, the camps needed to quickly convey those values to new camp families. After conducting a Brand Thread that revealed the camps’ key drivers, it was clear that while times have changed, the focus of the camps have not: provide a wholesome, fun experience for campers that they’ll carry with them throughout their lives.

Using our insights, we produced a comprehensive traditional and digital marketing package that included a new logo and tagline—“100% Camp. Nothing Artificial” – a redesigned camp brochure, camp video, an enhanced website with video vignettes, and a ramped-up community on Facebook.  This year, we redesigned the website, incorporating social media engagement to make it even easier for current and prospective customers to navigate, communicate and get a real sense of what it means to be a camper. Camp business increased substantially the first year the new brand story was introduced, and has been thriving ever since.