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KOA’s Rebranding Plan Receiving High Marks

The dust has settled over the dramatic announcement last fall that Kampgrounds of America Inc. (KOA) would embark on a new program to segment or rebrand its nearly 480 campgrounds into one of three categories and by and large, the bold move has won style points from across all sectors of the RV park and campground industry.

Woodall’s Campground Management reported that the idea is to step away from a “one-size-fits-all” perception of KOA parks in the public’s eye and, in the process, to generate new business among consumers who will have a better ability to match their expectations with the park at which they choose to spend the night, the weekend or an entire vacation.

Says Jim Rogers, KOA CEO who came to KOA from the hotel industry, “We have to appreciate that this is where we have come from and that our research tells us that there are still millions upon millions of campers in this country that think of us as an interstate system. This is how we begin to break through that perception.”

Industry members sampled by Woodall’s Campground Management (WCM) had glowing comments:

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