Go RVing Phase 3 Ad Campaign Approved
The Go RVing Coalition unanimously recommended on Tuesday (Sept. 25) that the industry go ahead with a Phase 3 advertising campaign even though the amount of money available apparently will be lower.
Phase 3 would cover 2003 through 2005 and the coalition decided on Tuesday to continue billing RV manufacturers $44 for each RV that they build to provide the primary source of funding for the campaign.
The $44 per unit fee has been in place since 1999, but RV production now is more than 20% lower than it was during that year, so it appears likely that the Coalition will have less money available for ad purchases than it did during the early years of the program.
The coalition left open the possibility of raising the assessment above $44 per unit. The motion it approved stated that the “per unit assessment on new vehicles be no less than the $44 amount in place since 1999.”
Funding for the campaign will get more consideration during a coalition meeting scheduled for next March 6 in Orlando, Fla.
Phase 3 of the ad campaign also needs to be approved by the boards of the Recreation Vehicle Dealers Association (RVDA) and Recreation Vehicle Industry Association (RVIA), which represents the manufacturers.
During the meeting on March 6, the coalition also will review the creative presentations from three ad agencies and from the incumbent agency, Eisner Communications of Baltimore.
A recent survey of RVDA and RVIA members suggests most people in the industry want Phase 3 of the ad campaign to continue raising awareness about RV travel, although some dealers have recently said that they believe Phase 3 should take a “harder sell” approach than was used during the initial phases.