Challenge
KOA (Kampgrounds of America) is the world’s largest system of campgrounds, with 500 locations across the US and Canada.
When COVID-19 hit, much of the travel industry went silent and many competitors reduced budgets, paused campaigns, and halted brand-building efforts.
While others pulled back, KOA faced pressure to do the same due to budgetary restrictions. All media was expected to demonstrate immediate business results, or potentially experience further YoY budget reductions
Insight
Generator noted that key travel competitors drastically reduced marketing efforts, creating an opportunity for KOA to dominate share of voice with efficiency and flexibility. Rather than go dark, KOA made a bold choice: to stay present, stay visible, and continue investing in their brand.
Idea
Re-introduce the upper funnel and be nimble in uncertain times
Despite greater ROI scrutiny, we allocated higher YoY budgets towards prospecting media, capitalizing on the void left in the travel competitive set and the growing popularity of camping in the pandemic
Understanding the opportunity to conquest broader audiences, the updated media mix focused on expanding beyond direct response to new brand-oriented channels
To maximize budget fluidity, we emphasized allocation to programmatic Brand channels (Social, Display, OLV, CTV) and reworked all sponsorship media to minimize commitments
Understanding the ever-changing nature of local marketing, we restructured campaigns to dynamically optimize towards top-performing campgrounds while leaving options to prop up struggling campgrounds and regions