KOA rolls out first nationwide TV campaign

2014-07-01T00:00:00Z 2014-07-11T14:55:04Z KOA rolls out first nationwide TV campaignGazette Staff The Billings Gazette
July 01, 2014 12:00 am  • 

Billings-based Kampgrounds of America has rolled out the first national television campaign in its 52-year history, hoping to capitalize on a rebound in the popularity of recreational vehicles.

KOA’s TV spot introduces the slogan, “What’s behind the Yellow Sign?” to familiarize viewers with KOA’s bright, yellow logo, which is adorned with a red and black tepee. Market research shows that 95 percent of respondents recognized the logo, although some didn’t know that KOA stands for Kampgrounds of America, according to a New York Times story.

Last year, KOA began the process of marketing its properties as either Journey, campgrounds that are convenient stops for one-night stays for campers on their way somewhere; Holiday, which are destination-oriented; and Resort, which have upscale features like saunas and hot tubs, restaurants, and group meeting spaces for gatherings like family reunions.

KOA’s TV push comes at a time when sales of recreational vehicles have recovered to pre-recession levels. In 2006, 390,500 RVs were sold, according to the Recreational Vehicle Industry Association. Sales tumbled to 165,000 units in 2009, but rebounded to 321,000 units last year.

Although RV owners are KOA’s bread and butter, the company is also busy developing deluxe cabins in many of its campgrounds.

KOA’s TV campaign will appear on the Great American Country Network in the United States and on Country Music Television in Canada. Market research shows that KOA’s customers are 27 percent more likely to listen to county music, according to the Times.

KOA started in Billings in 1962. Today there are 485 locations in North America, with franchisees owning all but 28, which are company-owned. Oscar L. Tang, a New York philanthropist and financier, owns KOA.

Copyright 2015 The Billings Gazette. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

More from the Gazette

Highlands mine could mean primary, secondary jobs for Butte

Highlands mine could mean primary, secondary jobs for Butte

January 25, 2015 12:00 pm Photos

Photos

Loading…
Bakken wives worry over job losses

Bakken wives worry over job losses

January 25, 2015 10:58 am Photos

Photos

Loading…
Dickinson refinery costing more than expected due to delays

Dickinson refinery costing more than expected due to delays

January 20, 2015 11:00 am Photos

Photos

Loading…
Freight booming at Billings airport

Freight booming at Billings airport

January 16, 2015 4:42 pmLoading…

Williston to shut down man camps for new fire sprinkler systems

January 15, 2015 9:40 amLoading…

Company owner dies at Bakken oil well site

January 15, 2015 9:26 amLoading…
1 dead, 1 injured in Bakken oilfield accident

1 dead, 1 injured in Bakken oilfield accident

January 14, 2015 4:58 pmLoading…
Noodles & Company opening in Bozeman, Missoula

Noodles & Company opening in Bozeman, Missoula

January 11, 2015 3:30 pmLoading…
Senate panel approves Keystone bill despite veto threat

Senate panel approves Keystone bill despite veto threat

January 08, 2015 11:17 amLoading…
‘Do not rent’: Bakken hotels try to curb human trafficking

‘Do not rent’: Bakken hotels try to curb human trafficking

January 04, 2015 2:19 pm Photos

Photos

Loading…
Business, labor groups preparing for legislative session

Business, labor groups preparing for legislative session

January 04, 2015 6:00 am Photos

Photos

Loading…
Car wash eying MetraPark-area expansion

Car wash eying MetraPark-area expansion

December 29, 2014 6:40 pmLoading…
Get weekly ads via e-mail

Deals & Offers

Featured Businesses