Client: K.O.A.
Project Type: Microsite Design
Role: Designer
Agency: LRXD
The Brand:
Kampgrounds of America (or, KOA for short) is the world's largest system of privately held campgrounds with almost 500 locations across US and Canada. KOA takes care of everything, with friendly service and great amenities, so you can have fun with the people you love.
The Project:
In 2015, KOA tasked LRXD with creating a fully integrated campaign for 2016 through 2017. The tagline “What’s Behind The Yellow Sign” was continued from the previous campaign due to it’s success. A large part of that campaign was this designated micro-site.
The Challenge:
Just about everyone’s seen the that bright yellow sign. However, not everyone has ventured off to see what is behind it. While brand recognition tested through the roof, the majority of people had no idea what actually goes on at the campgrounds behind that sign.
The Solution:
While the tagline was the same, the idea behind it was not. The crew at LRXD decided to push the idea so that the user would view KOA through the campers eyes and receive a visceral experience in doing so. I created an immersive microsite for the campaign that featured the beautiful footage created by Paul Schneider & Matt Jeppsen.
