Kampgrounds of America Inc. (KOA) announced it is teaming up with DreamWorks Animation in celebration of the forthcoming movie Spirit Untamed to launch an integrated-marketing campaign to inspire campers and moviegoers to get into the “spirit” of camping. In theaters June 4, the film is described as “an epic adventure about Lucky Prescott, a headstrong girl who discovers a kindred spirit in a wild horse, experiences the freedom of the outdoors and learns the importance of family and friends.”
“We are very excited to help promote and share this wonderful family movie,” said Whitney Scott, KOA’s chief marketing officer. “Lucky’s story of finding herself in the great outdoors with the help of her new friend Spirit supports KOA’s belief that the outside changes us on the inside. The integration is an easy one for us.”
The partnership focuses on a fully-integrated marketing campaign across a number of tactics. These include giveaways, a co-branded webpage, email, and paid media. The partnership also includes special Spirit Untamed co-branded merchandise available exclusively at KOA campgrounds. Sweatshirts, shirts, and other collectibles featuring Spirit Untamed and KOA branding will be available to purchase at select KOA locations. All KOA locations will also have exclusive Spirit Untamed activity sheets that will be available to registered guests.
“To be able partner with a leader in the film industry like DreamWorks Animation in such a meaningful way really points to the recognition of the KOA brand,” said Scott. “More than that, we’re helping bring visibility and value to our campgrounds that wouldn’t be possible on a local level.”