Camp Wandawega is a one of a kind "summercamp for grownups", where everything down to the campfires are the real thing. Convey this is a disruptive way, thereby driving up bookings. Create a a distinct visual campaign to grab the attention of urbanites on their mundane morning commute... to 'shock them out of their' morning routine and consider an alterntive vacation to their typical beach side condo getways.

Dramatize the scary campfire stories of our childhoods.- Emphasise the fun of old-fashioned campfire experiences.

By conveying how they are amplified when you come to a real campground, with a real campfire.

Large murals and wildpostings were plastered up in urban areas geurilla style, so that hipsters on their daily commute in dense urban areas were confronted with graphic images of their worst camping nightmares as told by traditional word-of-mouth campfire stories. Passerbys were drawn in to the message reveal that 'campfire stories are scarier around a real campfire'.

As the campaign is still in its early stages, results (in terms of sales and perception) are currently being tabulated.

But so far a dramatic increase in bookings as