If you’ve ever road-tripped across North America, you’ve seen it. That bright yellow KOA sign. The problem? Although brand recognition tested through the roof, the majority of people had no idea what actually goes on at the campgrounds behind that sign.

As their agency of record, we’ve helped KOA use their famed yellow icon to change the perception of camping from an activity that required “roughing it” to an experience welcoming anyone who simply loves the great outdoors.

KOA’s cable TV-centric multimedia campaign took a unique approach to media by targeting creative executions to specific day parts and used sensory experiences to stir up visceral, emotional feelings among viewers.

In social videos, campers shared how KOA provides them so much more than just a campground.

A range of rich digital and social experiences kept campers entertained and informed, and kept KOA top-of-mind.

Much of KOA’s existing customer base is retirees who eventually age out of camping. So a portion of our strategy focused on attracting an outdoor-loving Millennial audience with humor.

KOA has increased bookings every year since we began working together, breaking their historical reservations record, year after year — increasing sales 54% in six years.