GoCampingAmerica.com (GCA) is ramping up its camping consumer presence via a new 2010 media program, according to the May National Association of RV Parks and Campground (ARVC) Report.
With more than 102,000 visitors each month, traffic to the website continues to climb as the site’s social media outreach recruits new fans. This first-ever Go Camping America media plan, launched in late April, aims to capture an even larger part of the market.
The new GCA media plan will serve two purposes to directly benefit parks: build brand awareness about Go Camping America and generate additional web traffic to the site.
Go Camping America’s first goal is for RVing and camping enthusiasts to easily recognize the GCA logo and equate that with quality camping. Building brand awareness, helping camping consumers keep GoCampingAmerica.com at the top of their minds and providing a one-stop camping vacation shop via research and online booking will benefit all ARVC members.
The second purpose of the GCA media plan is to receive direct website hits from upcoming advertising. According to the report, ARVC feels that online banner advertising and keyword advertising on a variety of search engines (Google, Yahoo, Bing) and other RV/camping savvy sites are the most effective methods for driving traffic to the website.
ARVC has chosen a carefully crafted line-up of the advertising opportunities to present its message.
The GCA media plan will run from April through December 2010 and includes rack cards, print, online, and keyword advertising plus promotions/giveaways. ARVC believes parks will directly benefit from the launch of these campaigns.
The National Association of RV Parks & Campgrounds (ARVC) is launching a major advertising effort to heighten business awareness and support for the GoCampingAmerica website, according to a news release.
“We’re going to be targeting REI and other big retailers and telling them why they need to be partnering with ARVC on GoCampingAmerica.com,” said Marc Cramer, a Florida-based advertising consultant who has signed a two-year contract with ARVC to set up and manage a national website sales operation for the association.
While Cramer’s initial campground industry experience involved designing and developing advertising support for CampGulf.com, the website for Camping on the Gulf in Destin, Fla., he has worked on advertising campaigns for prominent clients, including Microsoft Corp. and Major League Baseball and has designed more than 600 websites along with the associated advertising programs to support the websites for virtually every industry during the past 12 years.
Cramer’s contract was approved by ARVC’s Executive Committee during a series of meetings in late March.
ARVC President and CEO Linda Profaizer said Cramer’s work is the first major advertising effort involving the GoCampingAmerica.com since its redesign was completed last year.
“With the addition of Marc Cramer as our national sales director on an independent contractor basis, I am looking forward to building the traffic to GoCampingAmerica.com for our members and increasing the advertising sales income to the association to help offset costs of running the website,” Profaizer said. “Marc brings a wealth of capabilities and experience to aid and increase our efforts.”
In addition to helping consumers locate campgrounds by state and by city, GoCampingAmerica.com has an advanced search function that allows consumers to search for parks that offer nearly 40 different types of activities and outdoor recreation, from biking and bird watching to hunting and fishing, golfing and kayaking. Links to information about outdoor recreation, festivals and special events in each of the 50 states are also provided on the site along with helpful information for first time campers, such as “What to Pack” lists and recipes. Links to the state affiliates of the National Association of RV Parks and Campgrounds are also provided.
Consumers can also use GoCampingAmerica.com to quickly find parks that are affiliated with major campground chains, such as Equity LifeStyle Properties, Kampgrounds of America (KOA) and Leisure Systems Inc., which franchises Yogi Bear’s Jellystone Park Camp-Resorts, as well as the many parks that offer AAA, AARP, FMCA, Good Sam and other popular discounts.
GoCampingAmerica.com has had more than 616,000 unique visitors and 3.2 million page views since it went live last fall.