La Pommerie Case Study

La Pommerie is the largest naturist centre and campground in Quebec. For close to 40 years, it has welcomed outdoor enthusiasts of all ages on its enchanting site, 45 minutes south of Montreal.

Context

In the face of its ageing clientele, La Pommerie wanted to recruit a new generation of clients in the form of young families, so they called on Ressac Media to demystify naturist, educate the public and recruit new clients.

Solution

To demystify and change misconceptions about naturists, Ressac Media developed a social platform with a blog aimed at informing and educating the public in an open and transparent manner. Those interested in taking part in the discussion were invited to leave comments or suggest articles, photos or even video clips. In the space of only a few weeks, this platform became a respected naturist source and resource. A detailed quantitative and traffic tracking system enabled us to measure the impact and optimize the effectiveness of our efforts.

Returns

Built entirely on the strengths of Social Media and social networks, this campaign enabled us to change public misconceptions about naturists and, more importantly, to recruit young families as new clients. Our systematic performance analyses enabled us to optimize La Pommerie’s website and to make recommendations, which led to a few adjustments to the site’s home page. These efforts had an immediate impact: an 800% increase in traffic on the family package page. Only a few days of rain managed to slow the momentum of this highly successful campaign.