KM is a private Membership Campground/Resort business......
Every been to a time-share presentation?
What you have 'won' is an opportunity to buy into their private membership program. Used to be one got invited for 3days/2 nights of FREE camping....times must be tough cause now you have to pay $10/night for the free camping AND the opportunity to sit thru a 90 minute sales presentation where the price of membership starts out really, really high and then with each shake of your head NO price comes down a little at a time until you finally get up to leave and the old.........this is our best price and is only offered today spiel.
In my youth we would do the rounds of time share events for the free camping and cheap gifts because we were broke and once the presentation was over we were left alone.
Marketing....plain and simple