Porthpean Outdoor
Camp Cornwall Summer Campaign
Brief
We joined the Camp Cornwall summer campaign mid-flow, stepping into a project already underway but full of potential. Porthpean Outdoor were seeking to promote their overnight summer camps – immersive two and five-night stays designed to connect young people with the outdoors in a way only Cornwall can.
From the offset, we knew this campaign needed to be more than a rundown of activities and timetables. Overnight camps require trust. Parents don’t make these decisions lightly, so they need confidence in the experience, in the team, and in the impact it will have on their child. Rather than marketing a camp, we needed to tell a story of confidence and growth.
Our concept was simple but powerful… Camp Cornwall sparks confidence, adventure, leadership, teamwork, problem solving, and communication.
With that as our controlling idea, we built a digital strategy that would nurture trust and guide parents through a journey, not a hard sell.
The Plot
We began our digital marketing campaign by splitting the parent journey into three important steps:
Step 1 – Introduce Camp Cornwall
We reached out to parents with warm, characterful illustrations – a playful visual language designed to capture the joy of the outdoors while offering a gentle introduction to Camp Cornwall. This was about establishing presence, tone, and the feeling of a brand who understood children and reassured parents.
Step 2 – Build trust
Next, we heard directly from the people who make Camp Cornwall what it is. Using video reels crafted from team interviews and supported by hand-picked stock footage, we brought the behind-the-scenes voices to the forefront.
This stage wasn’t flashy, it was foundational. It showed parents who would be guiding their children through these formative adventures – people who take safety, wellbeing, and personal development as seriously as they take fun.
Step 3 – Retarget
Finally, we widened the net. With a more educated, more emotionally engaged audience, we reintroduced the wider messaging – this time with familiarity.
Across the campaign, we created a suite of seven graphics and two video reels – a complete visual suite designed for storytelling across the funnel.
What happened next?
The first week began quietly – as many trust-led campaigns do – but momentum built quickly. Week two saw a notable uplift, outperforming the previous year and leaving the team at Porthpean Outdoor chuffed with the results.
Towards the end of the campaign, we introduced a push for their Day Camps, and the response was immediate. Parents who weren’t quite ready for overnight stays found a perfect stepping stone, and the uptake reflected that.
What started as a mid-campaign rescue soon became a partnership.
Looking Forward
At its heart, this project was more than marketing. It was a chance to champion childhood growth, reassure parents and amplify the value of Porthpean Outdoor as a place that doesn’t just provide a service, it builds confidence.
