Go RVing Targeting Growing Hispanic Market
As part of its overall 2013 media campaign, Go RVing has launched a targeted advertising push to reach the growing Hispanic market through a comprehensive media approach utilizing television and radio commercials along with interactive digital and traditional print ads.
According to a press release, the “AWAY” campaign message was tweaked slightly to resonate more fully with this market and will feature a multi-platform, national media buy targeting English-speaking Hispanics with a household income of $75,000-plus. Components include commercials on top-ranked Hispanic television networks that appeal to English-dominant viewers, interactive digital ads, and print ads in popular magazines. Additionally, there will be some DJ-endorsed radio ads in several markets that have a high saturation of affluent, English-speaking Hispanics.
The move to promote RVing to this consumer group is rooted in research showing the growing Hispanic market to be good candidates for RV ownership. The U.S. Census shows Hispanics accounted for 56% of the nation’s growth between 2000-2010 with experts predicting they’ll continue to account for more than half of the growth in the next five years. Go RVing’s 2012 Advertising Effectiveness Survey found that Hispanics are most likely to consider buying an RV versus all other ethnic groups.
As an American demographic, the English-dominant Hispanic population spends more on domestic travel than any other ethnicity, and those with a household income of $75,000-plus are the most likely to have more discretionary income for travel and leisure. Family visits are a major reason for travel among the Hispanic population, particularly among English-dominant Hispanics who are more likely to have family in the U.S. This affluent segment is engaged in traveling and in considering an RV. They are family-centric and looking for travel deals, but they spend when it’s worth splurging.