CASE STUDY: WOODALLS BRAND DEVELOPMENT
In celebration of its 75th Anniversary, this leading publisher of RV travel and family campground directories elevates its brand positioning and expression to users and advertisers alike.
Affinity Group is a leading publisher of recreational outdoor enthusiast magazines. Its hallmark brand is Woodall’s, North America’s best known publisher of RV and Family Camping travel directories in print and online. In response to a turbulent consumer economy, shifting demographics and the higher cost of the RV lififestyle, the leadership team realized the Woodalls brand was facing serious headwinds.
In collaboration with the marketing leadership team, we began the strategic process of elevating the brand’s positioning and expression to a higher value and under-served advertiser segment– travel and tourism associations across the US and Canada. What began as a conversation about direct marketing to this advertiser segment, evolved into a deeper process of re-thinking the Woodalls brand positioning and value proposition to a new consumer audience and advertisers alike.
The new brand positioning and marketing communications program, “Everywhere RVers go” proclaimed Woodalls brand promise to advertisers. The brand is so respected, RV dealers place Campground Directories in the glove box of every RV they sell as a courtesy to their customers.