Innovative, animated television commercials with the same timely “Go Affordably, Go RVing” theme as the print ads and a bold new look and theme song are expected to capture a new audience for Go RVing in 2010, the Go RVing Coalition reports.
“Launching in mid-February, the campaign will introduce Go RVing’s “Ambassadors of Affordability” animals from the popular “What Will You Discover” print ads animated with voices and cutting-edge special effects, to communicate RV value messages,” the coalition states in a news release.
Four new 30-second television spots were produced, combining existing photography from the Go RVing print ads with shots of current model RVs. Lighter, fuel-efficient, attractively priced RVs are featured to support the affordability theme of the ads.
The cornerstone of the campaign is a spot featuring the animal ambassadors in a lush forest setting singing the classic Western ballad ”Back in the Saddle Again.” Starring a bison, bear and fox with a full supporting cast of animals, big and small, the spot concludes with the tagline, ”It’s amazing how affordable an RV vacation can be. Visit GoRVing.com for a free video. Go Affordably. Go RVing,” while on-screen signage includes a call-to-action to ”visit an RV dealer” and GoRVing.com. This commercial will be the first to air beginning January 2010.
Three additional commercials in the series feature the same music track, but each plot highlights different reasons families enjoy RVing. In one spot, a jackrabbit is moved when he sees families enjoying themselves outdoors with their RVs and decides he wants to pack up his own large family and head out on an RV vacation. Another spot stars the bison and fox enjoying a romantic escape in their RV under the twinkling stars and planets, and ends with them toasting marshmallows over their campfire.
In the final spot, turtles in the campground pond enviously compare how much more ”stuff” RVs can carry in their shell, than the turtles themselves. The spots conclude with the tagline, ”It’s surprising just how affordable an RV vacation can be. See for yourself at GoRVing.com and get a free video. Or visit an RV dealer. Go affordably. Go RVing” as well as on-screen signage that promotes the website.
”Utilizing an animated ad series featuring memorable animal characters that personify all the reasons why families want to go RVing, the new campaign will re-energize both consumers and the industry just as the economy is expected to turn around,” maintains Gary LaBella, RVIA vice president and chief marketing officer. “Consumers will be ready to start spending again on items perceived to be a good value, and the ads will keep Go RVing’s message in the forefront as they begin to make those purchase decisions.”
According to Go RVing co-chairman Tom Stinnett of Tom Stinnett RV Freedom Center, Clarksville, Ind., the ”Ambassadors of Affordability” campaign was chosen by an all-industry Creative Work Group as the best new creative direction developed by Go RVing’s ad agency, The Richards Group. The Creative Work Group met in October 2009 where several campaign concepts were presented and reviewed.
The Go RVing Coalition, formed in 1994, consists of RV manufacturers, component suppliers, dealers and campgrounds. Go RVing works to provide the public and media with pertinent information about the benefits of RV travel. For more information, visit GoRVing.com.