Dirt Not Dirty
Dirt isn’t the same as dirty. To convince people that stay in grimy motel rooms to try out camping, we show them what they’re missing.
Campgrounds may not have beds, but hey, at least they don’t have bed bugs.
Kampgrounds of America
A LIL’ DIRTY COMPETITION
We’ll target those browsing run-of-the-mill motels on Expedia and Booking.com with banner ads.
1(800)-KOA-HELP
KOA is rescuing those stuck at grimey motels by offering them a free night at a KOA campground if they text or call the hotline number.
To target these people directly, we’ll also geofence motels near KOA locations and send an ad straight to their phone.
Rescue Van
We’ll come pick them up from wherever they are and bring them to the nearest KOA in our decked out camper van.
KOA STARTER PACK
To welcome our new guests, we’ll provide them with merch so that they can camp in style.
We’ll head to social to encourage people to share their worst motel/hotel horror stories and #exposethetruth
EXPOSE THE TRUTH
People can share their worst motel/hotel horror stories on Tiktok with #exposethetruth and we’ll stitch them to share them on our account.
THE ROSE FAMILY GOES CAMPING
Nobody knows the horrors of motels better than the Rose family from the TV sitcom, Schitt’s Creek. KOA will treat the entire cast to one night at their highest-rated campground.
Throughout their time, Dan Levy will tweet his camping experience through the mind of his character, David Rose.
AD: Haley Renschen
CW: Lida Tozzi