Happy Campers


by Dan Ward
(Disclosure: my sister is a Camping World general manager, but I’ve never set foot in one of their stores. Sorry, sis.)
There has been a lot of snark in this town regarding the announcement that Camping World purchased the naming rights for the stadium formerly known as the Citrus Bowl.  The Orlando Sentinel’s David Whitley summed it up with “We are not happy campers.”
Why not?
Isn’t it a good thing that our recently renovated stadium has shown enough potential for national exposure that a major corporation wants to be associated with it for at least the next eight years?
I understand that some people feel nostalgic for the “Citrus Bowl” name, but times change.  The only place to find an orange in Orlando is the local grocery store.  Orlando is now to citrus what Oklahoma is to citrus.
What I don’t understand are the online comments about the “bad fit” of the name.  Have these people even BEEN to an event at the stadium?  In the parking lots and neighborhoods, all you can see are tables, tents, chairs, grills, generators, coolers, and yes, RVs … all of which can be purchased at Camping World.
Seems to me that the marketers at Camping World have found a great fit, and an opportunity to share their name with large groups of people who quite clearly have an interest in their products.
Those of us in the marketing/PR field dream of such opportunities.

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