A new phase of the industry’s popular Go RVing marketing campaign — stressing the affordability and value of recreational vehicles — will launch in early 2010 with new television spots and a revised Go RVing website.
The Go RVing Creative Work Group, consisting of manufacturers, dealers and state association executives, gave the go-ahead for the revisions at an Oct. 7 meeting in Las Vegas during the RV Dealers International Convention/Expo.
The new ads, created by Go RVing’s advertising agency, The Richards Group, Dallas, Texas, utilize existing and unused creative material from previous Go RVing campaigns as a cost-saving measure.
“The affordability and value messages in the new creative materials for Go RVing will show today’s cost-conscious consumers how an RV can meet their family needs today as an affordable vacation option that will provide them with years of pleasurable return on their investment,” said Gary LaBella, vice president and chief marketing officer for the Recreation Vehicle Industry Association (RVIA), which administers the program for the all-industry Go RVing coalition.
The new ads will debut during the ”Outlook 2010” breakfast Dec. 1 at the Kentucky Exposition Center in Louisville, Ky., prior to the opening of the 47th Annual National RV Trade Show.
”The new concept chosen by the group is now in production, with the new spots to debut in early 2010 as part of an effort to reenergize the RV industry and motivate consumers to buy as the economy improves,” according to a press release.
The revised Go RVing website will go live when the TV spots begin running after the first of the year.
Meeting attendees included Debbie Brunoforte, owner of Little Dealer, Little Prices and chairman of the Recreation Vehicle Dealers Association (RVDA); Richard Coon, president of the Recreation Vehicle Industry Association (RVIA); Eleanore Hamm, executive vice president of RVDA of Canada; and Becky Lenington, executive vice president of the Pennsylvania Recreation Vehicle and Camping Association (PRVCA).
Also, Mike Molino, RVDA president; Chad Reece, director of marketing for Winnebago Industries Inc.; Dicky Riegel, COO of Thor Industries Inc. and co-chairman of the Go RVing Coalition; RVIA Chairman Jim Sheldon, assistant to the president of Monaco RV LLC; Go RVing co-Chairman Tom Stinnett, owner of Tom Stinnett RV Freedom Center; B.J. Thompson, president of B.J. Thompson Associates; Larry Troutt, Topper’s Camping Center and immediate past RVDA chairman; and Lance Wilson, executive director of the Florida Recreation Vehicle Trade Association (FRVTA).