CAMPAIGNS: Nudist campaign raises interest in family fun, travel

PR Team: American Assoc. for Nude Recreation (Kissimmee, FL) and Yesawich, Pepperdine, Brown & Russell (Orlando, FL) Campaign: Nude travel booms and enters the mainstream Time Frame: March 2003-August 2003 Budget: $30,000 (annual budget $60,000)

PR Team: American Assoc. for Nude Recreation (Kissimmee, FL) and Yesawich, Pepperdine, Brown & Russell (Orlando, FL) Campaign: Nude travel booms and enters the mainstream Time Frame: March 2003-August 2003 Budget: $30,000 (annual budget $60,000)

Nudist communities have been around for longer than some might think. The freewheeling spirit of the '60s and '70s helped nudism become more recognized, if not always understood, as a valid lifestyle choice - for adults. But what about kids? The American Association for Nude Recreation (AANR) wanted people to know that naked isn't just for mom and dad anymore. In fact, the group claims a growing number of households are finding that au naturale families can be fun - and healthy. To get that message out, the group hired Orlando-based Yesawich, Pepperdine, Brown & Russell (YPBR) to create a media-relations campaign to highlight the trend of family and adolescent nudist activities, and the increasing popularity of nude travel. Strategy "One of [the AANR's] biggest goals was to increase its membership and educate the public as to what nude recreation was about," explains Jim Cohn, an AE at YPBR. To help them gain the publicity they needed to reach those goals, the agency team focused first on establishing increasing interest in nude travel as a valid news story by highlighting its economic success in a period when travel in general was down. The agency also focused on three nudist summer camps run by the association as a way of drawing attention to the family aspects of nudism, and to raise awareness of the positive influence the association sees it having on issues such as self-esteem and body image. "They wanted to get some high-profile national publicity for these youth camps, kind of using them as spokespeople for what it's like growing up in a nudist environment and promote nude recreation as a family activity, to show just how well-adjusted and mature [the kids] are," says YPBR's MaryJane Kolassa, who headed the account. Tactics YPBR created a shortlist of high-profile national media outlets to target with the story. They backed up the travel trend by focusing on a nude cruise and nude air flight that had sold out in the past year, along with 30 new AANR club openings in the past two years. "We figured that if we could land one or two major publications, that would help secure added exposure from other second- and third-tier publications," says Kolassa. With only about "eight to 10" media outlets on that pitch list, the company scored a pair of major hits: Time magazine and The New York Times. That was enough to gain attention from other media outlets, however, and the story took on a momentum of its own. Results "Once the Times and Time articles hit, then a plethora of calls came in from both print and broadcast outlets throughout the country," says Kolassa. The agency then pitched the article to less prestigious media outlets, scoring hits in everything from the local papers in the towns where the summer camps run, to national television shows, including The View, Good Morning America, and Fox News. The association's website also saw its traffic increase by almost 50%. Future YPBR is the agency of record for the AANR, and more publicity plans are in the works. "We're going forward into the winter months," points out Cohn. "We're working on things like what some of the nudists do at different resorts in cold-weather climates in the winter." The agency is also continuing to publicize the family aspect by highlighting "the body image and self-esteem issues that tie with New Year's resolutions," adds Kolassa.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.