Go RVing ‘Away’ Ads, Website Ready to Launch
Go RVing’s new “AWAY” television commercials will air for the first time next week on the SPEED Channel, during the network’s lead-up to the Daytona 500, and on Great American Country (GAC).
According to a press release, the Go RVing TV spots are scheduled to debut on Feb. 21 during SPEED’s NASCAR Race Hub, which airs between 6-7 p.m. Eastern. Throughout the week, spots will continue to air on a variety of racing programs, including NASCAR Sprint Cup Practice, Gatorade Duels, NASCAR Victory Lane and Trackside.
On Feb. 26, the day of the Daytona 500, Go RVing commercials will run on NASCAR Raceday, between 9 a.m. and noon Eastern, and during the post-Daytona 500 weekend racing schedule.
Also debuting next week is a new custom RV vignette featuring SPEED racing analyst Rutledge Wood and his family. This mini-travel feature can be seen for the first time Feb. 23 on NASCAR Raceday Duels (1 p.m. Eastern), and will continue to air through November.
Next week on Great American Country (a Scripps cable network), Go RVing ads will run a total of 65 times during lifestyle and music programs throughout the day, including GAC Wakeup Call, Xtreme Bulls, Paula’s Home Cooking and Top 50 Videos of the 2000s.
The commercials and vignettes will drive viewers to the new GoRVing.com, relaunched with improved functionality and more interactive tools to build consumer interest and leads. Visitors will be able to explore all RV types, compare typical family vacation costs, watch new videos featuring real RVers, search for dealers, manufacturers, suppliers, retail shows and campgrounds, and sign up to receive more information from Go RVing and its industry partners. Completely redesigned to mirror the new “AWAY” campaign creative, the website serves as the landing spot for all advertising and public relations initiatives.
Starting Feb. 27, the three new “Find your AWAY” TV commercials will continue to roll out along with custom Go RVing programming on MLB Network, National Geographic Channel, National Geographic Wild, Outdoor Channel and the Cooking Channel. Beginning in March, the campaign will be running on over 40 cable networks in total.
The March–October 2012 print plan includes 20 popular magazine titles across a variety of new and proven genres. Watch for upcoming ads in Better Homes & Gardens, Country Living, Family Circle, Good Housekeeping, Guideposts, Ladies Home Journal, People Country and Woman’s Day. Scannable bar codes in the ads will take smartphone users directly to a new mobile version of GoRVing.com.
New “AWAY” web banner ads begin running next week on dozens of Internet sites. Go RVing’s online presence will continue to build through September as the ads appear on search engines including Google and Bing, along with highly visited sites including Facebook.
“The industry responded very favorably to the new, emotion-driven ‘AWAY’ creative when it debuted in Louisville last December, and we’re hoping an equally strong consumer response will help boost RV awareness and demand,” said RVIA Vice President of Public Relations and Advertising James Ashurst.
The Go RVing ads will be seen by approximately 1.5 billion adults in the campaign’s core family target audience over the course of 2012.