Case Study: Woodall’s Brand Positioning


The leading publisher of nationwide RV travel and family campground directories elevates its brand positioning and expression in celebration of its 75th Anniversary.


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 celebration of its 75th Anniversary, and as a response to a turbulent consumer economy, shifting demographics and the higher cost of fuel, Woodall’s marketing team realized the brand was facing serious headwinds. PULL collaborated with the Woodalls marketing team to reposition the brand and target an important 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 Woodall’s brand positioning and value proposition to users and advertisers alike.

Woodall’s Campground Directories are a highly dependable and accurate resource for people who are passionate about the RV lifestyle. The brand positioning “Everywhere RVers go” proclaimed Woodall’s leadership position with RVer’s.  We then crafted a refreshed brand voice and messaging platform based on this core competitive advantage–Woodall’s is the most widely used and trusted travel planning resource for RVer’s and family campers all across North America. Advertisers know RVer’s really care about what Woodall’s provides them.

We provided strategic brand consulting, creative direction and design development for a comprehensive brand refresh and marketing communication program that included trade show communications, exhibit display, print advertising, sales literature, email marketing, and the development of an online media planning website for all of Woodall’s publications in print and online.

Travel and Tourism Publishing
Affinity Group, Inc
Woodall’s North American Campground Directories
Brand Positioning
Brand Identity Design
Marketing Communications
Web Development

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Business Outcome
In 2009, all the major competitors were experiencing double-digit drops in advertising revenue. Woodall’s, on the other hand, experienced only modest reduction it’s revenue projections, and is now in a stronger position to take advantage of a rebounding economy.