What happens when you ask dozens of campground owners what running a park really feels like? You get a mix of honesty, humor, and a whole lot of stress. You also get an idea, one big enough to turn into a monster.
That is exactly what RoverPass did with its latest campaign, Escape the Chaos, a creative, character-driven series built around the everyday challenges of campground and RV park management. After months of interviews, surveys, and candid conversations with customers and leads, the RoverPass team started to see a pattern. People were not just talking about features they needed or tools they wanted. They were describing what it felt like to be completely overwhelmed.
“We kept hearing the same thing in different ways. It feels like you’re constantly putting out fires, juggling too much, or just trying to survive another weekend,” said Melisa Chang, Marketing Director at RoverPass. “So we thought, what if we gave all of that a face? A little wild, a little funny, and way too relatable.”
The result was the Chaos Monster, a not-so-lovable character who embodies everything that piles up behind the scenes. From late-night guest messages to scheduling mishaps and lost paperwork, the monster is a living, breathing version of the stress campground owners know all too well. And where there is chaos, there is Gary, a fictional park owner who, like many real ones, is just trying to stay ahead of the madness.
Each sketch and animated episode in the campaign highlights a specific moment of friction campground owners face and hints at the kind of solutions RoverPass works to build. The tone is light, but the message is real. You are not alone, and there is a better way to manage the chaos.
The character design went through several drafts as the team searched for just the right mix of cartoon energy and real-life tension. With help from AI tools, RoverPass transformed initial sketches into animated scenes, bringing both characters to life faster and with more creative freedom than ever before. It marked one of the company’s first full experiments with AI-assisted creative development, and it will not be the last.
“We’re serious about using AI to make campground life easier, and that applies to how we work too,” said Ravi Parikh, Executive President and Founder of RoverPass. “This campaign is just one example of how we’re blending creativity and technology to better connect with our audience. Not just through our software, but through storytelling too.”
Escape the Chaos is now live across social media, featuring a weekly video series, animated posts, and paid digital ads created to speak directly to the people running outdoor properties. The campaign is fully digital and can be followed on Facebook, Instagram, and LinkedIn. It is funny, relatable, and, like any good monster story, grounded in reality.
The campaign is also a preview of where RoverPass is headed next. The company is actively using AI to improve internal workflows and developing new tools to help campground owners cut through the chaos with smarter automation, virtual agents, and AI-powered insights. In the meantime, new sketches and episodes featuring Gary and the Chaos Monster are already in progress.
For more information on RoverPass features or to explore what’s coming next, visit: https://www.roverpass.com/p/demo
See more sketches and follow the campaign on RoverPass social media:
- Instagram: https://www.instagram.com/roverpass/
- Facebook: https://www.facebook.com/RoverPass
- LinkedIn: https://www.linkedin.com/company/roverpass
- YouTube: https://www.youtube.com/playlist?list=PL69pVK0OL6j6-ejDJP6jPUtQsQiyQ_-JY
- Join our Campground Owners Facebook Group: https://www.facebook.com/groups/190558643991813
About RoverPass
RoverPass is a leading provider of campground reservation and management software, offering a comprehensive platform that simplifies the reservation process for both campground owners and campers. RoverPass’s innovative solutions are designed to enhance the camping experience, improve operational efficiency, and drive revenue growth for campgrounds. For more information, visit www.RoverPass.com
Contact RoverPassTo learn more about RoverPass Software or the RoverPass Marketplace, visit Campground Reservation and Management Software | RoverPass or contact our sales team at [email protected].