‘Undercover Boss’ Gives a Boost to KOA Brand
The recent appearance by Kampgrounds of America Inc. (KOA) CEO Jim Roger on “Undercover Boss” garnered unprecedented attention for the KOA brand, its campgrounds and KOA owners and staffs, according to a news release.
KOA was featured in the Jan. 11 episode of the award-winning “Undercover Boss” show, now in its fourth season on CBS.
“We were absolutely blown away from the reaction across North America,” said Rogers, who took on the persona of Tim Bickford, a mild-mannered, out-of-work accountant from San Francisco.
“Undercover Boss was a once-in-a-lifetime chance to both receive totally unfiltered feedback from employees and our franchisee partners, as well as promote KOAs new deluxe cabins, destination attractions, Care Camps, and outstanding guest service to over 9 million viewers,” Rogers said. “We showed North America the great diversity of KOA’s outdoor hospitality.”
The KOA episode of “Undercover Boss” was the seventh episode of the show’s fourth season, and grabbed the second highest ratings of any show since the season premiere last November.
The KOA episode also “won the night” for CBS, ranking first in households watching; first in actual viewers and first among both adults in the 25-54 age group and the 18-49 age group. The ratings were up 20% over the “Undercover Boss” episode from the previous week.
The show also provided a bump for KOA.
Reservations across the 485-campground KOA system were up 17% for the weekend of Jan. 11-13, compared to the same weekend last year, and reserved nights at the four KOA properties featured in the episode were up 169% over last year.
KOA’s popular KOA.com website also benefited, with a 128% increase in visits versus the same weekend last year.
“The web traffic on Jan. 11 nearly matched the traffic we would normally see during the weekend before the Fourth of July weekend,” Rogers said. “That is traditionally our busiest weekend of the year for web traffic.”