As an iconic American travel brand, Kampgrounds of America (KOA) and its famous yellow sign have been well-known to travelers for generations. But like any long-standing brand, the company was challenged by outdated perceptions and an aging customer base.
After using the same creative direction for many years, KOA wanted to evolve and grow its brand to attract new and younger campers, without losing its current customer base.
For the work in our winning pitch, we created a fresh, irreverent take on the brand's current campaign, "What's Behind the Yellow Sign?"
An out of home execution to show what's "behind the yellow sign" - literally.
A social media partnership to show all the amazing places you can go when you stay "behind the yellow sign."
An influencer campaign with a crafts kit to show creative ways to have camping fun at KOA.
An example of modern social media content for campers.