Go RVing’s Media Drive Shifts Into ‘High Gear’
Officially getting the green flag, Go RVing Coalition’s 2013 media buy launched on Feb. 18 with SPEED Channel airing custom vignettes featuring trackside personality Rutledge Wood during the network’s pre-Daytona 500 programming, according to a news release.
In Woods’ third series of vignettes for Go RVing, the popular NASCAR personality interviews RVers at Texas Motor Speedway about why RVs are great for family travel and are ideal for tailgating at NASCAR races. The spots will air over 500 times on SPEED throughout the racing season along with Go RVing’s television commercials.
Kicking into high gear today (March 1), Go RVing’s $11.8 million campaign features a strong mix of proven media buys mixed with several exciting sponsorships with strong media partners. In the coming weeks and months, the remainder of Go RVing’s television buy and custom programming will roll out on national cable channels including: Destination America, Travel Channel, National Geographic Channel, National Geographic Wild and Outdoor Channel.
From March through September, the TV plan also includes direct response advertising on 40 more popular cable networks.
New digital ads are now appearing on dozens of websites and search engines through September enabling consumers to link directly to GoRVing.com. The 2013 print campaign includes 15 popular titles with a solid editorial mix across a variety of new and proven genres. The magazines hit newsstands in March and continue through October.
Go RVing’s 2013 media buy will be enhanced by special partnerships with Country Living and Garden & Gun magazines’ event sponsorships, Outdoor Channel’s national sweepstakes with an RV grand prize, and Travel Channel with the Trip Flip episode featuring an RV vacation integration and an online sweepstakes.