• by Tanya Gazdik , May 1, 2016

Kampgrounds of America (KOA) is breaking a national ad campaign that targets creative to different times of the day.

Camping is all about the experience of being outside and enjoying the connection to family and friends, says KOA’s Chief Franchise Operations Officer Toby O’Rourke. 

“Camping is extremely sensory based and these ads take the viewer directly into the favorite part of their camping day,” O’Rourke said in a release. ”Not only do they trigger the senses, but they also evoke memories and spark excitement to camp this summer.”

The national campaign was created by Denver agency LRXD and broke May 1. It includes 30-second TV and online spots, 60-second online spots, a companion microsite and digital ads that will run during the peak spring and summer months of 2016.

“People who love camping and being outdoors will always aspire to be doing the activities these videos show if they’re watching them on a TV or computer, as they’re stuck inside,” says Andy Dutlinger, LRXD creative director. “Little things, like drinking a cup of coffee, are much more impactful and savor-able when camping so we are letting them voyeuristically ‘experience’ them and yearn to be outside.”

Each execution opens with the teasing phrase, “What’s Happening Now Behind the Yellow Sign?” and a shot of KOA’s classic brandmark. Next, they flash through a series of evocative, sensory vignettes that showcase people of all ages interacting with nature, enjoying outdoor adventures and making memories during family camping trips.

For instance, in the ad airing in the evenings, barbecues, lightning bugs caught in a jar, campfires and marshmallow roasts are shown. Morning focuses on moments such as bare feet touching the crisp grass, bacon sizzling in a cast-iron skillet and waking up to a peaceful lakeside landscape. 

The spots direct viewers to the KOA microsite that delves deeper behind the yellow sign. Visitors can slide a sun icon to explore videos from various day parts or photos of campers throughout the day, or view site sections dedicated to topics such as cabin comfort, RV fun, economical camping tips and trip booking.

The TV buy will focus on cable stations that attract the brand’s target audience of current and new KOA campers such as CMT, Outdoor Channel, Spike, DIY, Fox Sports 1, Discovery, HGTV, Velocity and AHC.

KOA’s target is both new and existing campers. The objective is to increase bookings and awareness by connecting viewers to the visceral, emotional benefits of camping throughout the day while highlighting specific KOA offerings.

The campaign is an evolution of “What’s Behind the Yellow Sign? — KOA’s rebranding effort that LRXD launched in 2014. KOA is the largest North American network of campgrounds, with nearly 500 locations.