Kampgrounds of America Inc. (KOA) is joining its marketing efforts with two other popular brand names, Sony Pictures Home Entertainment and Jiffy Pop, to broaden its audience this summer.
KOA and Sony Pictures Home Entertainment partnered around the release of the film “RV” on DVD Aug. 15. The promotion will offer “RV” fans a 10% discount on KOA camping fees for up to a seven-day stay at any of the 450 KOA locations in North America with purchase of the DVD.
“The opportunity to partner with Sony Pictures Home Entertainment to bring KOA camping to their audience is just fantastic,” said Jim Rogers, president and CEO of Kampgrounds of America Inc., based in Billings, Mont. “KOA camping is all about fun and reconnecting with family and friends, so a comedy about camping that carries that same message is a natural fit.”
The Go RVing Coalition began negotiations with Sony Pictures for a joint marketing effort, but was unable to finalize an agreement.
KOA has reached a similar agreement with ConAgra Foods Inc., makers of Jiffy Pop. KOA Value Kards can be found on packages of the pop-in-pan popcorn and are good for a 10% discount for up to a seven-night stay at any of KOA’s locations.
“It’s a promotional match made in heaven — KOA campers can enjoy the perfect outdoor snack, while Jiffy Pop lovers can experience the joys of KOA camping at a reduced cost,” said Shannon Scheiwiller, KOA’s assistant vice president of marketing.
The KOA/Jiffy Pop packages began arriving in thousands of major retail outlets in May and are being sold throughout the summer. KOA expects the promotion will expose many new, first-time campers to KOA campgrounds this summer.
Both offers will be valid through August 2007.