KOA Touts Behind the Yellow Sign Campaign
The New York Times featured Kampgrounds of America Inc. (KOA) in an in-depth profile of the company’s new “What’s Behind the Yellow Sign” national marketing campaign on June 17.
According to a press release, the article, titled “Kampgrounds of America Sets First National TV Campaign,” discusses the strategy behind the campaign, which is designed to showcase the key differentiators of KOA, and highlights the brand’s first national TV commercial.
KOA Vice President of Marketing Toby Hedges and Eric Kiker, chief strategy officer at LRXD, KOA’s creative agency partner that produced the campaign, discussed the research and development process, as well as the various campaign components. The article describes the various scenes used throughout the 30-second commercial, including a family driving in an RV, enjoying fun campground activities such as swimming and rock wall climbing, and spending time together in the outdoors during their summer camping trip. The campaign’s online components are also mentioned, including the new BehindTheYellowSign.com microsite, online videos and online advertising.
“Our 2014 campaign is built upon the insight that we need to reintroduce KOA to North America to attract new campers to KOA,” said Hedges. “We know that many people have seen the KOA sign over the past 52 years, but many don’t really understand the amenities, recreation, quality and fun to be had our 485 campgrounds across North America. This year’s integrated campaign is designed to make the emotional connection between family, travel and camping, while showing people What’s Behind the Yellow Sign.”
In the New York Times piece, Hedges also explains how the What’s Behind the Yellow Sign campaign supports KOA’s overarching marketing strategy and programs, including the introduction of brand positions and focus on Deluxe Cabins. KOA’s three new brand positions designate properties as a Journey, Holiday or Resort campground to help visitors choose the type of camping accommodations and experience best suites their travel needs, while knowing they’ll always receive the consistent high-level of service and quality associated with KOA.