RVIA’s Advertising and PR ‘Mine Media Gold’
The RV industry today (Nov. 27) launched the 50th National RV Trade Show in Louisville, Ky., at “Outlook 2013: A Golden Opportunity” an informative, entertaining program that provided details of the industry’s prospects for 2013 and an update on advertising and public relations initiatives.
The event began at 7:30 a.m. and was attended by approximately 1,000 RV manufacturers, dealers and industry representatives. Go RVing Co-Chairs Bob Olson and Tom Stinnett partnered with RVIA Public Relations Committee Chairman B.J. Thompson and RVIA Vice President of Public Relations and Advertising James Ashurst for a multimedia presentation recapping 2012 accomplishments in the advertising and public relations arenas, according to a news release.
“We have a strong public relations team at RVIA,” Thompson told the audience. “I’m proud of the work we’ve done to promote the RV lifestyle, combat misperceptions and position the industry as growing, vibrant and innovative.”
Thompson discussed a few of the industry’s media relations successes, including coverage on TV networks such as ABC News, FOX News Channel and HGTV. He also highlighted digital media placements and detailed RVIA’s plans to commit more resources to online outlets in the future.
“It used to be that people only got news from print publications, television or radio,” Thompson said. “Times have changed. More than a third of adult Americans own a tablet or smart phone to read news stories or watch video clips.”
This year, RV coverage appeared in several major digital outlets, including Yahoo! News, SheKnows.com and MadeMan.com.
Stinnett and Olson reported on strong results from the new “AWAY” Go RVing advertising campaign. The pair emphasized the campaign’s strategic shift to focus on media brands that provide the opportunity to build cross-platform partnerships.
“Consumers are really engaging with our message,” Stinnett said. “We’ve experienced great success in our first year of targeting brand-building partnerships. Our co-branded initiatives with Great American Country and Outdoor Channel drew 46,000 new leads.”
The new ads, which debuted in early 2012, resonated with consumers, Olson told attendees.
“Our research demonstrates that consumers look favorably on what our industry is selling,” Olson said. “Our messaging about RVs allowing consumers to spend more time doing the things they want to do with the people they want to do them with — works. It reinforces the need to keep getting our industry’s message out to as many consumers as possible.”
Ashurst closed the presentation by discussing some of the plans for Go RVing in 2013.
“Next year you will see a return of some of our best performing partners, as well as several new offerings,” Ashurst said. “One such deal is a sizeable partnership with Discovery Networks’ newest lifestyle cable network, Destination America, which will explore the people, places and stories of the United States while celebrating the tenacity, hard work and humor that characterizes our great nation.”
In addition, Go RVing will partner with Travel Channel and will expand its outreach to the Hispanic market.