Go RVing Adopts New ‘Away’ Theme for 2012
The Go RVing Coalition has voted unanimously to move forward with production of an all-new, integrated television, print and digital campaign with the theme, “Away.”
The new campaign, developed by The Richards Group with the assistance of a creative work group of 16 coalition representatives from all segments of the industry and Canada, represents a strategy shift back to the emotion-driven, family focus of past campaigns, with a continued underlying emphasis on the affordability and flexibility of RV travel and camping.
A Harris Interactive communications planning study was conducted by Go RVing in 2010 to guide the development of the new creative.
“ ‘Away’ is more than a word,” said Creative Group Head Glenn Dady, presenting the campaign concepts to the coalition on April 19. “It can be a place, an experience or a means to pursue your passions on your own timetable and budget. ‘Away’ is a highly personal concept which will resonate in different ways across our entire target audience.”
A total of three TV spots and four print ads will be produced this summer, based on the rough layouts and scripts the coalition reviewed. Between now and the coalition’s next meeting on June 6 during RVIA’s Committee Week, the agency and staff will refine plans for RV types, review locations and select activities to be depicted in the ads. Ethnically diverse family members spanning several generations will be featured enjoying a variety of outdoor activities together in beautiful, accessible natural settings, including RV campground scenes.
RVs to be featured in each ad will be chosen by lottery.
New digital technology will play a major role in the campaign – including the creation of a new mobile version of GoRVing.com. As the number of consumers utilizing smartphones grows exponentially, the new print ads will feature a QR (quick response) barcode that allows consumers to instantly obtain information, including dealer and campground locations and streaming how-to videos.
The look and feel of GoRVing.com will be updated to reflect the new “Away” campaign theme, and new interactive features will allow visitors to create and share their own video/ photo journal of family RV getaways.
“These digital features are designed to drive new and repeat traffic to GoRVing.com, while increasing awareness among consumers of the flexibility that RVs provide.” said James Ashurst, RVIA vice president of public relations and advertising. “The online elements will help increase engagement with consumers in fun, interactive ways that can be shared virally across many popular social media platforms.”
“The number one goal of Go RVing should be selling the dream,” said coalition member Debbie Brunoforte of Little Dealer, Little Prices, Mesa, Arizona. “These ads do the job.”