Best Parks in America (BPA) is an organization focused on establishing a network of reputable, high-end RV park destinations for its clientele. BPA is membership-driven, so while affiliated RV parks and campgrounds are independently owned, each must pay an annual fee for this “Best Parks” designation and seal of approval. BPA park memberships were on the decline. Simply put, RVers were not utilizing BPA as a trusted network for research and reservations.
The BPA team hired BowStern to develop an interactive campaign that would quickly increase public awareness and boost “Best Guest” enrollment and interactions. The team set out to launch a nation-wide online contest to crown the top RV park of 2012.
The competition, deemed “Best of Summer,” encouraged RVers to vote for their favorite park or campground via social media, eblast marketing and website ads. Voters were required to become “Best Guests” to participate, thus strengthening the BPA network, and would be rewarded with prizes garnered from participating parks.
A custom web page was designed and served as a primary voting portal. Participating was simple: users selected their favorite resort, signed up to become a “Best Guest,” and then received a coupon code for exclusive discounts as a reward.
To increase number of voters and tap into the current BPA affiliated park email databases, BowStern created a series of eblasts that featured a direct call to action and link to the contest web page. Knowing that these parks and campgrounds wanted to be named the “best” of 2012, each had a vested interest in participating. In fact, a majority of participating parks provided discounts and incentives to encourage votes. To increase overall promotion of the contest, BowStern provided each park with BPA banner ads, Facebook graphics and recommended social correspondence to help them reach the “Best Park in America” title.
In the end, this online campaign not only exceeded “Best Guest” sign-up goals but boosted overall BPA awareness, and ultimately, generated significant park and campground memberships.
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