KAMPGROUNDS OF AMERICA

HAPPY MEDIUM LODGING FOR FAMILIES

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BACKGROUND


The Brand
Kampgrounds of America, The nation’s largest campground chain
They’re a family-friendly brand that offers traditional campground lodging mixed with comfort amenities such as cabins, wifi, hot tubs, and playgrounds.


The Issue
KOA is a misunderstood treasure of American lodging
KOA has done a poor job communicating the breadth, quality, and kinds of services they offer. Consequently, they’re perceived as expensive, sketchy roadside lodging with neither the wildness of camping nor the comforts of a hotel.


The People
Road-Tripping Families
These families want to get the most out of their precious time off. Money’s tight, so they often drive to regional destinations. A vacation to them is a stress-free time where adults can unwind in nature and kids can play and explore unfettered.

STRATEGY


The Creative Challenge
Reframe the KOA brand from seedy camping, to fun family lodging.


The Insight
Families want to enjoy the outdoors without the complexities of a full wilderness experience.


The Big Idea
Happy Medium Lodging
We repositioned KOA’s brand to celebrate how they offer lodging that is the happy medium between camping and hotels, and a great place for families looking for a fun way to stay when traveling.

THE WORK


OUT OF HOME ADS
We developed an OOH campaign introducing the upbeat, playful personality of the new KOA. Billboards were important for this campaign because KOA customers are often traveling by car.

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WELCOME PACKET
We created a light welcome packet detailing essential camp info as well as fun POI and events in the area.

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WEBSITE
The website was an opportunity to showcase the family fun of KOA through fan-created imagery. This strategy gets current customers engaged with KOA’s social platforms while offering users a first hand POV in order to change KOA’s sketchy reputation.

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MOBILE APP
The app is meant for users on the go. They can easily handle their reservation and get directions to a local KOA. It also curates suggestions for local family-friendly activities such as dining, entertainment, and sightseeing.

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IDENTITY SYSTEMS MANUAL
We used this rebranding to radically update KOA’s appearance in order to erase decades of negative public perception around their brand. This robust identity systems manual helps KOA’s designers create a consistent image across all the brand touchpoints.

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