Surveys show that 90% of parents who attended summer camp as children have sent their own children to camp, whether it is a day camp or a residential camp - for a weekend, a week, or a month. The decision to choose this option for summer holidays lies with the parents, rather than the children. Therefore, parents represent the primary target for marketing and communications initiatives. How does the industry maximize its impact in this respect? What messages and services can the industry emphasize in order to succeed in an increasingly competitive environment?