CMD Out To Bring Campers Into Sites

KOA’s ubiquitous signs are a familiar sight to those on road trips, but too few travelers know about all of the amenities offered inside the parks to pull in, said an executive with KOA’s new agency.

“Everyone’s heard of KOA, but that’s sometimes where it stops,” said Pete Charlton, vp and executive creative director of CMD in Portland, Ore., which won KOA’s advertising business last week. “Our challenge is to bring meat to the awareness numbers.”

The independent bested three other finalists for KOA (which stands for Kampgrounds of America): the incumbent, independent Wendt in Great Falls, Mont.;