The Pennsylvania Campground Owners Association has launched its largest TV commercial campaign ever taken. The $40,000 campaign, targeting women ages 30 to 49, started July 19 and runs through Sept. 12.
The campaign was made possible in part by a grant which covers half the cost.
“We had a short window for applying,” association Executive Director Jason Vaughan said, “but were pleased to get the grant so that we could take on this campaign.”
The campaign has been broadcast in New York City, New Jersey, Cleveland and Columbus, Ohio, and their surrounding areas. The total projected impressions from the two month-campaign are 1.4 million.
Vaughan said advertising out of state and increasing brand recognition has been a key association goal. Earlier this year, the association increased out-of-state printed directory distribution channels by more than 45,000.
“We are pleased to continue this,” he said. “Each of our new directory distribution points ran out of our directories early and we are looking forward to continuing this campaign and sharing the great camping experiences that Pennsylvania offers, which are unmatched.”
The ad campaign includes programmatic video and real-time bidding to place video at key times across the internet and on cable TV. Those total projected impressions are 900,000.
The other campaign piece is multi-channel insertion, which will be paired with a 15-second “Visit PA” spot. This campaign has 500,000 projected impressions.
