Kampgrounds of America: What's behind the yellow sign?

This case study examines a campaign from KOA (Kampgrounds of America) that highlighted its familiar but fundamentally unknowable logo with an emotional, multi-media campaign that asked, 'what's behind the sign?'.

Kampgrounds of America: What's behind the yellow sign?

Brand: Kampgrounds of America

Agency: LRXD

Background

Since its founding more than 50 years ago, Kampgrounds of America (KOA) has provided safe, fun and affordable spots for travellers to stay while driving North America's highways. By 2014, KOA had expanded to nearly 500 owned and franchised locations and made considerable inroads into reaching highway leisure travellers, especially recreational vehicle (RV) owners, who account for nearly three-quarters of KOA's revenue.

While ubiquity cemented KOA's image as "the McDonald's of Camping," many people were still unfamiliar with it and even patrons were...

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