The Go RVing Creative Work Group will meet Oct. 7 during the RVDA Convention and Expo in Las Vegas to choose from among four potential series of new television ads created by Go RVing’s ad agency, The Richards Group.
The concept that is preferred by the group will be refined for production and the ads will debut in early 2010 as part of an effort to reenergize the RV industry and motivate consumers to buy as the economy improves, according to a news release.
The Creative Work Group, which consists of manufacturers, dealers and state association executives, will select their favorite treatments among concepts developed by three different creative teams within The Richards Group. Founder and head of The Richards Group Stan Richards and Creative Group Head Glenn Dady will join to the creative teams to present their concepts.
Utilizing cost-effective, new production techniques, the TV ads are being designed to maximize the value of Go RVing’s existing and/or unused creative materials by featuring them in innovative ways. The new ads are expected to be a combination of existing materials from the Go RVing archives of video and still images, possibly animated with special effects.
This economical approach to production (budgeted for $300,000) will enable Go RVing to introduce new spots with a strategic “affordability/value” message for 2010-2011 and maximize the funding available for ad buys. The affordability and value messages in the new creative materials for Go RVing will show today’s cost-conscious consumers how an RV can meet their family needs today as an affordable vacation option that will provide them with years of pleasurable return on their investment.
A new, more interactive website experience is also being developed by The Richards Group’s online arm, Click Here, for 2010. The Creative Work Group will review alternative new home pages for GoRVing.com to coordinate with the various new ad concepts being presented Oct.7.
The new television spots and the updated website, which will go live when the new TV spots begin airing next year, will be previewed at Outlook 2010: Let the Sun Shine, the kick-off event for the National RV Trade Show Dec. 1-3 at the Kentucy Exposition Center in Louisivlle, Ky., and at the Go RVing booth.