PR, Advertising Programs Reviewed at Outlook
The Recreation Vehicle Industry Association’s (RVIA) “Outlook 2012: Up & Away” program that kicked off 49th annual National RV Trade Show in Louisville, Ky., offered a diverse lineup for the early morning attendees.
The breakfast, held at the Kentucky Exposition Center (KEC), featured remarks from U.S. Secretary of the Interior Ken Salazar and appearances by SPEED Channel personality and NASCAR analyst Rutledge Wood, and country music singer/songwriter Chuck Wicks.
The event was hosted by RVIA Chairman Gregg Fore, and a presentation by Go RVing co-Chairs Bob Olson and Tom Stinnett teaming with RVIA Public Relations Committee Chairman B.J. Thompson and RVIA Vice President of Public Relations and Advertising James Ashurst to recount 2011 accomplishments in the advertising and public relations arenas and provide an overview of new approaches for 2012.
“Even during this time of economic and social upheaval, RVIA public relations has found success because our industry has many strengths,” Thompson told the audience. “We have great products that offer enriching experiences with enduring value and strong consumer appeal.”
Olson said the Go RVing campaign has been a bright spot despite the murky business atmosphere.
“The growth of the RV ownership rate in Go RVing’s target market has been impressive, especially considering the destructive force of the Great Recession,” Olson said. “To stay on track, we’ve kept on message: the RV lifestyle frees you to pursue your passions more easily, more often and more affordably with those who matter most.”
Ashurst announced a new promotional partnership between Go RVing and the Great American Country television network that taps into the strong affinity RVers have for country music.
“Starting in March, Go RVing and GAC will co-sponsor a sweepstakes to win an RV and tickets to the Country Music Association’s famed Music Festival – the ultimate country music fan experience,” Ashurst said. “This will be promoted on air and online with a custom vignette featuring a country music star’s concert tour across the U.S.”
Stinnett told the gathering about Go RVing’s Leads-Plus program that allows industry members to follow up on leads more efficiently and effectively by ranking them by likelihood to purchase.
“Dealers, manufacturers and campground representatives all helped create this program and make it user-friendly,” Stinnett said. “At a time when staff and resources are limited, it’s a big plus for our dealer-tie-in program.”