Rapp Collins Wins Camping World Account

DALLAS Camping World has awarded its integrated marketing business to Omnicom’s Rapp Collins Worldwide, the agency said.

The Irving, Texas-based shop won the account, which includes its catalog business, without a review. Billings could rise to more than $10 million, according to client chief marketing officer Bill York.

Incumbent Gish, Sherwood & Friends in Nashville, Tenn., will still handle project work for the retailer, which specializes in recreational-vehicle products and services. Camping World previously created its catalog internally.

York said the company sought an agency with more national focus since Camping World, which has 31 stores, plans to more than double its retail locations within the next 18 months. “We needed someone who had a solid retail understanding and someone with a strong background in catalog who understands how those mediums work with each other,” he said.

York said he likes that Rapp “approaches things from an integrated marketing approach that’s outcome-based,” and that the shop is “media-neutral and does not try to push advertising on us.”

The agency will handle marketing chores that include creative, strategic planning, and analytics in media such as broadcast, direct mail, Internet and point-of-sale. Omnicom’s OMD will handle media for the client, according to John Jastrem, chairman and chief executive officer of Rapp’s Dallas office.

Camping World has largely used direct mail in the past to promote its business, which garners 70 percent of sales from its stores and 30 percent from its catalog. Since many of its customers are on the road so much, however, the company is changing its overall media mix to focus more on TV, said York.

Rapp will create a retail-marketing campaign in June and publish a catalog in July. The effort will target current and future customers.

Jastrem said his agency is looking forward to working in the area of recreation—a new segment for the shop—and noted that targeted marketing will perform well given the client’s easily identifiable customer base. “Most people who get involved in the Camping World experience are RV owners,” he said. “And while they’re mobile, it’s pretty much a North American profile.”

The win follows the April loss of Dell Computer Corp.’s consumer-catalog business, which was among the shop’s largest accounts.