RVIA Adds PR Firm to Promote RVs with Media
Members of the Recreation Vehicle Industry Association (RVIA) Public Relations Committee were informed of the hiring of another consultant to promote the RV industry among national trade publications during RVIA Committee Week June 2-6 at the Mayflower Renaissance Hotel in Washington D.C.
James A. Boyle of Boyle Public Affairs, McClean, Va., has joined Diane McNamara of Fire it Up, PR, Boston, under contract to generate publicity for the RV industry. McNamara has already been promoting the RV lifestyle in consumer periodicals.
Both have stepped up to help fill the void left by the untimely March 2 passing of Jon Tancredi, 46, who served RVIA for 20 years as a PR professional with Barton Gilanelli & Associates and more recently as president of Tancredi Public Relations.
The committee also recommended approval of partnership packages with ESPN, CBS Sports and Sports Illustrated to promote RV tailgating at upcoming NCAA and NFL football games along with other sporting events.
The tie-in to sports is a natural connection for promoting the RV lifestyle, said committee Chairman B.J. Thompson of BJ Thompson Associates, Elkhart, Ind. ”Tailgating with an RV enhances a person’s interest when they attend sporting events,” Thompson said.
Thompson reported that the RV industry has received a large amount of attention from national media outlets including NBC, ABC, Fox and CNN in addition to exposure in Sunset and Midwest Living magazines, USA Today and the Wall Street Journal.
”Because of recent strong consumer demand for RVs, we’ve had quite a bit of interest from the national media,” Thompson told RVBUSINESS.com.
Additionally, the PR Committee asked the RVIA staff to coordinate an updated vacation cost comparison by San Francisco-based PFK Consulting LLC, the most recent of which was conducted three years ago.
The committee also heard that RVIA’s most recent Campfire Canvas of about 400 RV owners found that 71% intend to use their RVs more through the summer months than they did last year and that 78% cited outdoor activities as the reason they intend to use their RVs.
”Those are pretty good numbers,” Thompson said. ”Rather than us speaking in general terms about how great RVing is, we can go to the media with specific information.”
The Campfire Canvas is a biannual survey conducted by Internet-based Cvent, McLean, Va.
The committee also recommended that Brad and Amy Herzog continue to be RVIA’s traveling spokespersons for the 14th year.
The programs recommended for approval by the committee are pending until final approval by the RVIA Executive Committee at its August budget meeting and the RVIA board at its annual meeting in September.