KOA Sets First National Television Campaign
The recreational vehicle industry was riding high in 2006, with the number of motorhomes and towable trailers shipped to dealers reaching a 30-year high of 390,500, according to the Recreational Vehicle Industry Association (RVIA). Then came the blow of the economic downturn and rising gas prices, with units plummeting 58% over the next three years, to 165,700 in 2009.
As reported by the New York Times, the industry has been bouncing back, however, with steady year-over-year growth in the last four years, and it shipped 321,127 units in 2013, with shipments climbing 11% more in the first four months of 2014 compared with the same period a year ago.
Now Kampgrounds of America Inc. (KOA) is hoping to book some of the growing ranks of RV enthusiasts, with what the company says is a first in its 52-year history: a national television commercial. To access the ad click here.
The spot introduces the slogan, “What’s Behind the Yellow Sign?” According to market research by the company, as many as 95% of respondents recall seeing its red and yellow logo — a tepee with the letters KOA — on signs alongside highways, but many do not know what the letters stand for.
The commercial opens The commercial opens with an RV driving down a tree-lined road on a summer day. Inside a mother plays a game at a table with her daughter, and a boy sits cross-legged on a sofa beside a golden retriever.
“You’ve driven past it a thousand times, that bright yellow KOA sign,” says a voice-over, as the R.V. passes the campground and the father, who is driving, looks in the rearview mirror. “But what if you’d stopped, what unforgettable moments were waiting, where everything is taken care of, freeing you to connect with the people you love in places where distractions just melt away?”
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