Season Launch
CHALLENGE
Offering day camp pick-ups throughout Manhattan and Brooklyn, and carrying momentum forward to fill capacity post-2008, Camp Yomi was in a terrific position to take advantage of a premium advertising offering from Time Out New York Kids, pending the right creative angle.
TONY Kids offered the sale of their cover for the first time, for their camps issue. The timing coincided with camp's early bird special promotion.
Camp advertising had long relied on photos, but it could be hard to get a great pic, as well as convey diversity and the array of activities offered.
OPPORTUNITY
Yomi Bear had existed as a mascot costume for special events. A talented illustrator worked in our in-house studio, and I proposed illustrating Yomi Bear.
I created copy for the inside cover in a FAQ format, answering parent and caregiver “questions” about camp in Yomi Bear’s voice, memorably highlighting the best of camp!
Meet 92Y Camp Yomi’s Resident Bear
EXCLUSIVE! Yomi Bear leads the summer fun at 92nd Street Y’s famous Camp Yomi. For this special camps issue we brought him out of hibernation to talk exclusively with TONY KIDS readers about what makes Camp Yomi stand out from the pack.
Yomi, what is your one favorite thing about camp?
I love the talent show, ropes course, circus arts, the water slide, LEGO® robotics, photography, cooking with the vegetables from our garden and—oh my, that’s way more than one!
That’s a lot of activities! What else makes it special?
You know, I’m not your average bear—and Camp Yomi’s not your average day camp! You’ll find lots of signature 92Y programs here as well as staff who really know and care about kids—all in a beautiful outdoor setting.
Is there anything new this summer you’d like to talk about?
Yes! Yomi campers know the fun starts the minute they get on the bus. This year, we’ve added new bus pickups in Brooklyn as well as all over Manhattan to bring the kids up to Rockland County.
And we’ve put together some really innovative camp programs with our friends at other NYC cultural organizations.
How long have you been Camp Yomi’s mascot?
60 summers! I look the same age as the day I started. (Honey is my anti-aging secret. Shhh…)
Wow, 60 summers! What advice do you give parents who are looking for a camp?
Ask questions. Then ask more! You have to understand what the camp’s philosophy is—and make sure it lines up with your own. At Camp Yomi, we cherish every child, and give every child space to grow. That’s our philosophy—and seeing our campers leave at the end of each day with great big smiles on their faces really makes me happy.
Reserve a spot for your cub and find out more at
92Y.org/YomiBear
Yomi Bear has a special savings offer just for you!
Call 646.355.8909.
SUCCESS STORY
The ad resulted in an immediate impact in visits to our camp website and calls to the staff camp specialist, which we were able to measure through the unique redirect and call tracking. Prospects were given the early bird special offer and invited to upcoming open house events.
Illustrating Yomi Bear gave us a fantastic new asset to use in promoting camp- stickers, decals, ads, brochures, and other promotions. Illustration was extremely helpful in solving issues related to photo releases and a lack of "perfect" photos.
Side note—after our ad dropped, the remaining covers sold out immediately!