Celebrating its 75th anniversary this year, Woodall Publications Corp. is launching a host of new digital products and services to complement its industry-leading campground directory and website.
“It’s cool to be celebrating 75 years,” said Ann Emerson, vice president and publisher of Woodall Publications Corp. “It’s not only 75 years as a print title – Woodall’s North American Campground Directory – but look at all the digital stuff we’re doing today. The RV lifestyle lends itself to the technology that’s coming out now. It’s all about the digital world.”
“It’s very exciting. There are some incredible statistics out there about how many people own cell phones and are texting. The younger demographic is ripe for the digital channel and we are ready to deliver it,” she said.
For example, Emerson noted that in 2010 Woodalls had 277,000 people visit woodalls.com via mobile devices. In 2009, that might have been around 5,000.
Virtually all Woodalls’ readers have cell phones and 79% own two or more. Average age is 57, average income is $85,000, average nights annually spent in parks is 57. And those campers, on average, spent $1,500 on their last RV trip.
“We had a 33% increase in the number of visitors to our website in 2010,” said Emerson. “We get 15 million page views in a year, twice as much as our nearest competitor gets. That’s why we’re doing the mobile version of our website.”
Emerson and her staff rolled out plans for the 2012 Woodall’s North American Campground Directory and a host of related programs at their annual “rep” conference, a term referring to the teams that travel North America visiting campgrounds on behalf of Woodall’s, which was held Jan. 17-20 at the Flamingo Las Vegas Hotel.
The company officially marked its 75th anniversary at a closing banquet attended by an array of industry leaders.
The 27 rep teams, some of whom began their data collection in the field on Feb. 1, were introduced to a host of new cutting-edge digital programs at the Woodall conference to better serve Woodalls’ “affluent, active and tech-savvy” customers, 54% of whom own web-enabled mobile phones.
Packaging its digital assets – mobile and online – is a focus for Woodall’s, allowing consumers to find RV parks and campgrounds through multiple channels and touch points. Many of the enhancements offered on woodalls.com are also available on the mobile application, often optimized for this emerging channel, explained Emerson.
Woodall’s will roll out its first mobile application this spring, which will be available for the iPhone (including the iPad and iPod Touch). This free app will allow RVers to search for campground listings geographically, by name or by nearby attractions. Some of the campground products and features available on the mobile app include:
- Website Link: A direct link from the application right to your website.
- Digital Photos: Up to five digital photos with one’s Listing Details Page.
- Banner Ad: A mobile version of a listee’s state/provincial banner found on the Search Results Page of the application.
- Front of the Line Exposure: Exclusive Woodall feature that “jumps” your listing to the top of the iPhone Search Results Page in a city of your choice.
- Video – A video of your park, optimized for viewing on the application.
- Digital Spotlights: Your story in your own words.
- Visual Tour: This interactive slideshow is located on the Listing Details Page and “paints the picture” of the camping experience you offer guests.
- The above-mentioned products will also be available on woodalls.com, as well as:
- Digital Web Ads: A digital version of a print ad in the campground directory can be activated from the Search Results and Listing Details Pages.
- Instant Email: Customers can e-mail a campground directly from the Listing Details Page.
- Social Media: Accesses a campground’s Facebook and Twitter links from the Listing Details Page
- Rotating Banners: Rotating State/Provincial Banners found on both the Search Results and at the footer of a campground’s Listing Details Page.
- Blogging Opportunities: Three blog posts to draw readers to a given area.
- E-newsletter Editorial Features: Reach the inbox of Woodalls’ most engaged users by telling a story in your own words. Campgrounds may choose the months.
“We are so excited and our rep teams are excited to go out and talk to our campground customers about this technology and marketing possibilities we can all learn together,” said Emerson.
The traditional print directory will include full-color state and provincial travel maps, GPS coordinates and physical addresses on select listings and “One Tank Trip” ideas, among other helpful information for campers.
A scannable QR (Quick Response) Code placed in a campground’s ad connects RVers from their offline print ad to their online Visual Tour via their mobile phones.
The 2011 edition also marked the first year advertisers were able to incorporate an industry-first, four-color process in the listing section advertisements in the Woodall’s directories. “It’s breathtaking, the colors really pop,” Emerson said. “We know for the 2012 edition there will be even more parks that want to do that.”
The 2012 directory will contain ratings of more than 8,000 privately owned and 6,000 public parks across North America.
Woodall’s is the official directory of the Family Motor Coach Association (FMCA), Family Campers & RVers, Camp Club USA and Camping World President’s Club. The Escapees RV Club and the National Association of RV Parks and Campgrounds (ARVC) are also partners with Woodall’s, while Camping Life is its affiliated family camping magazine.
“We are very optimistic it will be a good year for the industry and for Woodalls,” said Emerson, noting that the deadline for data collection for the 2012 directory is Aug. 31. The directory comes off the presses the week after Thanksgiving.
For information, call (800) 323-9076 or visit www.woodalls.com.
Affinity Group Inc. (AGI) is the parent company of Woodalls and RVBUSINESS.com.
Woodall Publications Corp. has announced the top-rated, privately owned RV parks and campgrounds in North America through its 5W/5W rating system. Of the 8,000 privately owned parks listed in its 2011 North American Campground Directory, 333 parks earned the highest and most coveted designation in the Woodall’s rating system, according to a news release.
The rating system allows RVers and campers to search and find the top-rated 5W RV parks and campgrounds that meet their travel needs. Campers can identify parks by their 1W to 5W ratings for both park facilities and recreation. The more W’s in a rating reflect the presence of more developments and facilities available at the park. Further, the maintenance of the campground heavily weighs in all park 5W ratings.
Woodall’s field teams conduct on-site inspections of campgrounds in the U.S. and Canada, as listed in the directory each year. The final ratings are a composite of several different areas of interest, including a park’s physical grounds, restrooms, site and road developments, surrounding recreation and superior maintenance of its facilities.
“Privately owned campgrounds and RV parks covet the 5W Woodall’s rating, valuing it as the industry’s long running standard and most respected rating system,” said Joe Daquino, senior vice president and publisher, Affinity Group Inc.’s (AGI) Affinity Media division, the parent company for Woodall’s Publications. “We are very proud of the 333 campgrounds that have achieved a 5W rating for 2011.”
Campers and RVers in a recent survey identified reasons behind buying a Woodall’s directory including the Woodall’s rating system and the comprehensive and accurate information featured in the travel tool. Prior to the 2011 directory going to press, Woodall’s Facebook fans received a sneak peek of the 5W/5W parks for 2011.
For a complete look at the list click here.
The 2011 Woodall’s North American Campground Directory is now available at bookstores, RV dealers, Camping World stores and online. To purchase or receive more information on Woodall’s and its publications, call (800) 323-9076 or visit www.woodalls.com.
About Woodall Publications
Woodall Publications Corp. is a multi-media publisher producing annual directories, a variety of specific-interest books and online publications each designed to reach different segments of the RV and camping consumer marketplace. AGI is the parent company of RVBUSINESS.com.
Woodall Publications Corp. is searching for North America’s preferred 100 campgrounds and RV parks through the launch of the “Woodall’s Vote for Your Favorite Campground Sweepstakes.”
Campers will vote for their favorite campground and RV park and be entered to win a Hawaiian cruise. The owner of the campground or RV Park with the most votes will also receive a seven-night cruise for two in the Hawaiian Islands, including airfare, to Honolulu, according to a news release.
Privately owned parks will receive signs to promote the contest and a personalized cell phone code for voters to text their entries. The sweepstakes ends on Sept. 15, 2011. The top 100 campgrounds and RV parks will be revealed in November 2011 at the National Association of RV Parks and Campgrounds (ARVC) annual trade show in Savannah, Ga.
Campgrounds and RV Parks should encourage campers to submit entries at www.woodalls.com/myfavoritecampground, or by texting the park’s personal cell phone code.
“Woodall’s has been awarding our top rated parks for years, but the sweepstakes gives directory users a chance to get more involved and tell us what they think about their favorite parks,” said Joe Daquino, senior vice president and publisher, Affinity Media, the parent company for Woodall’s Publications and RVBUSINEES.com.”We look forward to receiving America’s feedback and feel it will provide campgrounds and parks with another source of recognition for the high-quality services and amenities they offer.”
The sweepstakes launches in conjunction with the release of the 2011 Woodall’s North American Campground Directory commemorative edition, which is now available at bookstores, RV dealers, Camping World stores and online. The directory includes full-color state and provincial travel maps, GPS coordinates and physical addresses on select listings and “One Tank Trip” ideas, among other resourceful information for campers. 2011 also marks the first year advertisers are able to incorporate four-color process in the listing section advertisements in the Woodall’s Directories.
Trusted for RV and camping information since 1935, Woodall’s continues to meet the needs of today’s RVers with its trusted dual-rating system, comprehensive listings and informative editorial. The 2011 directory contains ratings of more than 8,000 privately owned and 6,000 public parks across North America, ensuring RVers find the most enjoyable and appropriate site for their individual travel plans.
Woodall’s is the official directory of the Family Motor Coach Association (FMCA), Family Campers & RVers, Camp Club USA and Camping World President’s Club. Escapees Full Timers Club and ARVC are also partners with Woodall’s, while Camping Life is its family camping magazine.Woodall Publications is part of Affinity Media, a division of Affinity Group Inc. (AGI), the nation’s largest provider of outdoor recreation clubs, services, media and events.
To purchase or receive more information on Woodall’s and its publications, call (80) 323-9076 or visit www.woodalls.com.
Woodall Publications Corp. announced today (Oct. 14) that the 2011 Woodall’s North American Campground Directory will be combined with the 2011 Camp Club USA Directory in order to provide a comprehensive listing of campgrounds along with essential information on participating Camp Club USA (CCUSA) parks. Further, the new combined directory — which will retain the 2011 Woodall’s North American Campground Directory name — will be complimentary with every Camp Club USA membership.
The new combined directory will offer a wide range of information for CCUSA members, including detailed state and provincial maps showing participating CCUSA locations along with locator maps of all the nearly 1,200 participating Camp Club USA campgrounds, full park listings, and information on how members can access their CCUSA discounts. The directory also contains ratings of more than 8,000 privately owned parks across North America, ensuring RVers find the most enjoyable and appropriate site for their individual travel plans.
With a distribution of more than 300,000 copies, the directory helps RVers make more informed decisions on selecting a campground and also makes participating campgrounds easier to find, research and book. Each CCUSA campground is featured in the directory on both state/provincial maps and individual campground listings.
“Woodall’s North American Campground Directory and the Camp Club USA Directory are both firmly established as two of the most comprehensive resources available for RVers,” said Joe Daquino, senior vice president and publisher, Affinity Media, the parent company for Woodall’s Publications. “By combining them into a simple, single-volume edition, we have made valuable information on campgrounds nationwide even more accessible. And it’s a great benefit for Camp Club USA members as they now essentially receive two directories in one.”
The 2011 Woodall’s North American Campground Directory will be available in early December at bookstores, RV dealers and Camping World stores. To purchase or receive more information on Woodall’s and its publications, call (800) 323-9076 or visit www.woodalls.com.