Go RVing Looks to March 1 Internet Site Launch
Beginning on March 1, the 2010 Go RVing online advertising program will launch across major Internet sites and search engines with all-new interactive ads featuring the “Ambassadors of Affordability.”
The three new on-line ads each feature one of the campaign ambassadors making the following points: The owl calls RVs a “a wise buy” and adds that travel “is more fun when you aren’t flying over it.” In another ad, a rabbit touts the family virtues of RVing – “Get closer to family. Get away from it all. Get there for less.” And the final ad features the bison who advises, “Places to go. Things to do. Ways to save. See how fun and affordable an RV vacation can be.”
March 1 also marks the kickoff of special Go RVing promotions with cable’s History network and on TiVo. The anticipated cross-platform media partnership with History is an integrated blend of television, print and web exposure that will continue throughout the spring and summer. Go RVing will run TV spots during History’s popular “Modern Marvels” and the new highly rated reality series, “American Pickers;” ads in five issues of History magazine; and custom content in a 32-page pull-n-save Top Ten Destinations guide. On TiVo’s showcase area, new interactive programming offering the popular Go RVing family videos will be featured, along with new promotional banners with the “Ambassadors of Affordability.”
On the heels of the Olympic ad buy, throughout February and March, an additional 454 spots will air during Universal Sports’ programming coverage of World Cup Alpine Skiing, the Track & Field World Championships, American Cup Gymnastics, U.S. Freestyle Ski Cup and more. Go RVing will also have court-side signage during NCAA basketball games televised on ABC, ESPN and ESPN2.
Starting March 1 Go RVing’s national television plan intensifies, with the new Ambassadors TV spots running on 30 leading cable networks (including Discovery, TBS, TNT, USA, Food Network, TLC, the Weather Channel and more). This direct response cable advertising buy continues through August.