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Kampgrounds of America: What's Behind the Yellow Sign? Reintroducing an Iconic American Travel Brand

For more than 50 years, families have hit the road in search of adventure and relied upon Kampgrounds of America (KOA) to provide them with rest, relaxation and a place to create lasting vacation memories. However, research revealed that outdated consumer perceptions were preventing the brand from reaching potential campers.

KOA engaged Allison+Partners to reintroduce the brand to North America and bring a new generation of campers to KOA campgrounds. Key to this effort was the roll out of KOA’s new brand positions: KOA Resort, KOA Holiday and KOA Journey. We developed an integrated campaign that was grounded in research, designed to entice new guests and would position the brand as an industry leader in outdoor hospitality. The team executed a series of unique programs to reach our target audiences, including the launch of the first-ever North American Camping Report, media events in New York and Toronto featuring cross-industry perspectives on the changing face of campin, and a robust journalist and influencer FAM trip program to show key travel media what’s behind KOA’s yellow sign.

Not only is KOA now considered the leader in modern camping, but the PR campaign also resulted in new campers, more nights booked and increased revenue. Specific results included:

  • A more than six percent increase in occupancy and a 13 percent increase in registration revenue
  • A more than 10 percent increase in short-term occupancy (i.e., camper nights) and 16 percent increase in camping revenues (short-term occupancy accounts for 83 percent of KOA’s business)
  • A 14 percent increase in new camper business
  • 200+ unique media placements and 260+ million impressions (a more than 84 percent increase from the year prior). In fact, half of new campers (49 percent) learned of KOA via earned media