Go RVing Shows RVs at Jamboree in the Hills
The 2014 Jamboree in the Hills country music festival starts today (July 17), and the industry’s national Go RVing marketing campaign has a strong presence at the event.
For over 36 years, more than 100,000 fans have flocked annually to the rolling hills of east-central Ohio near the community of Belmont to take part in the popular “Jamboree in the Hills” country music festival.
As part of this year’s July 17–20 event, Go RVing, which is administered by the Recreation Vehicle Industry Association (RVIA) and co-owned by RVIA and the Recreation Vehicle Dealers Association (RVDA), is hosting two separate RV displays containing Forest River Inc. product that festival-goers are invited to tour — a Rockwood Windjammer travel trailer on display near the festival’s concert stage and an XLR Thunderbolt toy hauler set up in the festival’s campground area.
“This is an extension of our larger strategy, and it’s designed to get as much RV product in front of consumers as we can,” James Ashurst, RVIA vice president for communications and marketing, told RVBUSINESS.com.
“We’re a firm believer in ‘nothing sells a product like the product,’” Ashurst continued. “So this is an organic opportunity for people to have their ‘a-ha moment’ where they can walk inside and say ‘This is great! This would be great for our family!’”
The Thunderbolt toy hauler will also provide the backdrop for a “pop-up concert” featuring C&W entertainer Neal McCoy on Sunday morning, the last day of the four-day festival.
“We’re not trying to compete with the RV consumer shows. They do a great job of getting the product in front of the consumer,” Ashurst noted. “But we are trying to increase awareness of RVs to consumers who would be seeing themselves in an RV for the first time, including tent campers, and to current owners looking to upgrade their RVs.”
Ashurst said the Go RVing sponsorship is an example of “experiential marketing,” bringing consumers into direct contact with the products and themes that Go RVing is promoting, and RVIA plans on similar promotions in the future, including a second round of tailgating events this fall at 10 NCAA stadiums in conjunction with Sports Illustrated.
Go RVing is also sponsoring a Jamboree in the Hills online sweepstakes providing a grand prize of an RV rental and other benefits.