‘AWAY’ Ad Touts RVs as Ideal Tailgate Vehicle
Go RVing is putting the finishing touches on a new “AWAY” ad that will debut in September and run through the fall in conjunction with college football ad buys with ESPN, CBS Sports and Sports Illustrated, according to a press release.
Titled “Victory,” the new 30-second ad showcases how RVs are the perfect tailgate vehicle by featuring families gathered at a girls’ soccer game where they are grilling, relaxing in and around the RVs, and enjoying each other’s company. The voiceover, once again performed by Tom Selleck, tells viewers that “Away is always having home field advantage even when you are miles away from home.”
The ad was shot in Denver in June and featured a Fleetwood Storm Class A motorhome and Cruiser RV Fun Finder travel trailer. The manufacturers were selected in a lottery to provide the vehicles.
“Today’s families are really involved in their kids sporting and extra-curricular activities,” said James Ashurst, Recreation Vehicle Industry Association (RVIA) vice president of public relations and advertising. “The new ‘Victory’ ad strongly communicates that an RV can enhance the tailgate experience and the family bonding that takes place at sporting events at any level of competition. There are beautiful exterior shots, but we also intentionally focused on kids and parents enjoying the great amenities found inside the RV. This was done to show the versatility of RVs and to compel consumers to begin thinking about RVs in a different light.”
Go RVing will launch new tailgating partnerships with ESPN, CBS Sports and Sports Illustrated this fall. Go RVing ads will appear on the highly-rated ESPN College GameDay program airing each Saturday morning through the season. Footage of RV tailgating will lead into a Go RVing commercial in the “A” position of the program. There will be additional exposure on ESPNU and ESPN2.
The CBS Sports buy will include sponsorship of the Thursday night Inside College Football post-game show; custom-produced “Tailgate Tradition” vignettes airing on This Week in the SEC and Inside College Football as well as online on CBSSports.com; and Road Trip Fact graphics featuring the Go RVing logo airing in 15 live college football games.
The Go RVing partnership with Sports Illustrated (SI) will be a high-impact, on-site consumer event. The SI on Campus Tailgate Tour presented by Go RVing will visit six NCAA football games throughout the country. The tour will feature a Winnebago Adventurer Class A motorhome and Keystone RV travel trailer, which fans will be able to tour. There will also be tailgate cooking competitions, fan games and giveaways, and autograph and photo opportunities with Sports Illustrated and College Football talent. Videos will be shot at each stop and aired on SI.com website properties.
“We are very excited about the buys with ESPN, CBS Sports and Sports Illustrated,” said Ashurst. “This audience of college football fans will be very receptive to the versatility, convenience and family bonding messages found in the new television commercial. This is a great way to extend Go RVing’s awareness building later into the year.”