Challenge
KOA (Kampgrounds of America) is the world’s largest system of campgrounds, with 500 locations across the US and Canada. Due to the COVID-19 breakout and subsequent travel shutdowns, the brand was forced to dial back marketing efforts for an extended period, pausing all awareness strategies.
Budgetary restrictions placed paid media under greater scrutiny. All media was expected to demonstrate immediate business results or potentially experience further YoY budget reductions.
Insight
During this timeframe, Generator noted that key travel competitors drastically reduced marketing efforts, creating an opportunity for KOA to dominate share of voice with efficiency and flexibility.
Idea
Re-introduce the upper funnel and be nimble in uncertain times
Allocated higher budgets towards prospecting media, capitalizing on the void left in our competitive set and the growing popularity of camping during the pandemic as a safe option
To conquest broader audiences, the updated media mix focused on expanding beyond direct response to new brand-oriented channels
An ‘Always On’ approach targeted lower funnel prospects showing interest and intent, using year-round tactics; SEM, retargeting, and social media
Given the dynamic nature of local marketing, we restructured campaigns to optimize towards top-performing campgrounds while leaving options to prop up struggling campgrounds and regions