he Pulse from Think T+O™, we aimed to find out, exploring America’s conflicted love affair with camping in the great outdoors.
If we don’t like bugs, then why do we immerse ourselves in the areas
they love to populate and subject ourselves to their parasitic ways? If
we aren’t getting enough sleep in our own homes, then why do we try to
sleep with fewer comforts in the outdoors? And why would we ever want to
abandon the modern conveniences of plumbing for a hole in the ground
Why? Because camping gives us an opportunity to push our
over-indulged limits, lets us explore who we are and reminds us of
what’s most important. Scientists, academic researchers and
psychologists might chalk it up to our need for more awe in our lives or
our attraction and attachment to fire.
Thanks to insights from this edition of The Pulse, we know
that experiential travelers realize that camping is a much more complex
experience than is often portrayed in advertising and marketing
messages. Smart travel and outdoor brands will understand the need to
speak about the hard and often uncomfortable truths about camping – and
not just focus on the fun-ness.
Learn more in our full report. We’ll provide you with results from The Pulse and actionable insights that you can use as you look to connect with this audience.
MercuryCSC is a Bozeman-based, converged marketing agency that
connects brands with people who value travel, the outdoors and a sense
of place. Fueled by its proprietary Think T+O research and team of
emerging media, creative and public relations experts, MercuryCSC boasts
Effie-award winning excellence.
Media:Maclaren Latta, Vice President of Consumer Insights