Go RVing Expands ‘On-Site’ Marketing Efforts
As reported in RVIA Today Express, after tremendous success showcasing RV travel and camping at popular consumer events last year, Go RVing is expanding the number of on-site activations this year through media buys with promoter LiveNation and Outside, Country Living and Garden & Gun magazines.
GoPro Mountain Games
In partnership with Outside, Go RVing had an RV on display and interactive RVing activities at the GoPro Mountain Games, a family-focused festival held June 6–8 in Vail, Colo.
It attracted 50,000 spectators with 5,000 touring the Go RVing exhibit. Go RVing’s sponsorship of the Gear Town booth included an RV set up in a mock campsite complete with Lance Camper SURV and a lounge offering food and beverages. There were also on-site giveaways and sweepstakes including 20 grand prizes such as YETI coolers filled with Go RVing premium items.
Country Living Fairs
Renewing the partnership from last year, Go RVing is once again teaming with Country Living to have a significant RVing presence at the three Country Living Fairs this summer and early fall.
The first one, held June 6–8 in Rhinebeck, N.Y., drew 19,000 attendees with 2,000 touring the Go RVing exhibit featuring a Forest River Rockwood travel trailer. It will be followed by events in Columbus, Ohio, in Sept. and Stone Mountain, GA in Oct.
These on-site activations feature the opportunity for consumers to learn more about RVing by touring an RV or attending a Go RVing-sponsored seminar presented by Sisters on the Fly. In 2013, 65,000 attended the Country Living Fairs with 15,000 attendees touring the RVs.
Jamboree in the Hills
For over 36 years, more than 100,000 fans each year have flocked to Belmont in the rolling hills of eastern Ohio to take part in the longest running and most popular country music festival in America.
This festival, which features 25 hours of live music from country music legends, current chart toppers, and rising stars, also has the ultimate on-site campground that hosts 5,000 campers each year. This year’s event will take place July 17–20.
In conjunction with LiveNation, Go RVing will have two on-site RV displays at the festival grounds and at the campground for attendees to tour and will sponsor a pop-up concert featuring Neal McCoy at the campground set outside the RV display. Recreation Vehicle Industry Association (RVIA) members are urged to watch for an email the week of June 16 requesting vehicles for this event.
In addition, Go RVing will also provide RVs as backdrops for two other McCoy concerts this summer taking place before the festival that will be filmed for use on the LiveNation/Ticketmaster web site promotion of the event.
Go RVing is also a sponsor of the Jamboree in the Hills online sweepstakes that will provide the grand prize of an RV rental for the winner and three guests onsite at the 2014 festival campground, event tickets, transportation to the festival, and spending money.
Southeastern Wildlife Exposition
Go RVing kicked off its experiential consumer marketing drive earlier this year at the popular Southeastern Wildlife Exposition (SEWE), held Feb. 14–16 in Charleston, S.C. More than 3,000 event attendees were introduced to RV travel and camping while visiting the Go RVing display, which featured a Lance Camper travel trailer and a Forest River Rockwood Mini Lite travel trailer.
Go RVing was participating at SEWE for the second year through its media buy with Garden & Gun magazine, which is an event sponsor. “Last year showed that consumer events were a great venue for Go RVing to showcase RV products as a tremendously fun, flexible and affordable way to travel,” said James Ashurst, RVIA’s vice president of communications and marketing. “The on-site displays bring the RV to life and allow us to connect with consumers in a memorable way.”