Camping Work Hurricane Relief Event

Featured image 1 for the Camping World Hurricane Relief Event case study

Featured image 2 for the Camping World Hurricane Relief Event case study

OBJECTIVES

Hurricane Helene hit western North Carolina on September 27, 2024 causing over 100 reported deaths and major destruction.

The goal of the project was to offer a community Thanksgiving meal for 1,000 hurricane-impacted residents and volunteers. Catering was led by small, local caterers.

Radio flights needed to run ASAP through Thanksgiving Day to make residents aware of the meals being made available to them through Camping World.

OPPORTUNITY

On Thursday, November 21st, 2024 one week before Thanksgiving, we received a last minute request to run radio spots in local North Carolina markets to promote Camping World's Thanksgiving meal event.

The event was to be held at TJ's Cafe at Camping World in Marion, North Carolina on Thanksgiving Day, despite the fact that the campground itself had been devastated by the disaster.

The Vision Media planning and buying teams immediately aligned to evaluate the opportunities. Within 2 hours, Planning had a full recommendation approved. The Media team activated by Saturday, November 23rd.

Outcomes & Optimizations

Radio Spots

Scheduled to run 11/23 - 11/28/2025

WZGM-FM = 60 spots

WCAB-FM = 60 spots

WAME-FM = 25 spots

WBRM-FM = 60 spots

Added value was secured in the form of radio scripts written by the stations with live reads to advertise the event.

They also included Facebook posts twice daily leading up to Thanksgiving, along with banners on their websites.

Additional added value was secured with a 10 minute radio interview on WAME with Camping World's CEO, Marcus Lemonis, and a bonus station.

Camping World was thrilled with the speed of our actions and the local impact the spots had on the event. The event ran out of meals due to the over 1,000 person turnout. The on-air interview elevated their visibility in the community.