Travel and Tourism Publishing
Affinity Group, Inc
Woodall’s North American Campground Directories
Product Brand Positioning / Brand Communications

The leading publisher of RV travel and family campground directories refreshes its brand positioning in response to a turbulent economy.

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. Woodall’s Campground Directories are a highly dependable and accurate resource for people who are passionate about the RV lifestyle.

As a response to a turbulent consumer economy, shifting demographics and the higher cost of fuel, Woodall’s was facing significant headwinds in growing its advertiser base, particularly advertisers in the travel and tourism segment of the market.

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. The brand positioning “Everywhere RVers go” proclaimed Woodall’s leadership position with RVer’s.  We then crafted a  new marketing communication initiative 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. Category leadership is the best differentiator.

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