Wild-postings were used as a way to underscore the marked contrast between our day-to-day, urban, technology-laden lives with the back-to-basics aspects of Camp Wandawega. Passersby were confronted by the striking nature-based imagery in the midst of their "on-the-go" lives,

forcing them to momentarily reconsider their relationship with their environment.

One of the most important aspects of this campaign is its ability to attract qualified leads. The owners didn't want more inquiries and bookings, they wanted inquiries and bookings from folks who are the right fit for Camp Wandawega. The owners report that they remain booked at capacity, but more importantly guests who were exposed to the campaign tend to be highly qualified, requiring less costly hand-holding, less attention while at camp, and are more likely to leave highly satisfied. They also become vocal ambassadors after their time at Camp Wandawega, returning home to make referrals to other like-minded friends, thus creating a virtuous cycle of qualified guests.