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VIDEO 1: Watch Go RVing’s Latest ‘Tailgate’ Ad

August 30, 2013 by · Leave a Comment 

Today’s video is a sneak preview of the Go RVing Coalition ad that debuts this weekend. Go RVing’s new “AWAY” ad featuring a tailgating theme will debut this weekend and continue to air throughout the fall in conjunction with college football ad buys with ESPN and CBS Sports.

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Go RVing ‘Away’ Tailgating Ad Debuts Saturday

August 29, 2013 by · Leave a Comment 

Go RVing "Away" ad focuses on tailgating

Go RVing’s new “AWAY” ad featuring a tailgating theme will debut this weekend and continue to air throughout the fall in conjunction with college football ad buys with ESPN and CBS Sports.

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 features a Fleetwood Storm Class A motorhome and Cruiser RV Fun Finder travel trailer. The manufacturers were selected in a lottery to provide the vehicles.

A special 60-second version of the ad will air during ESPN’s highly rated College Gameday this Saturday. The ad will continue to air on the program 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 ad will also be featured on CBS Sports coverage of college football, including 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 utilization of the “Victory” ad is part of Go RVing’s focus to leverage the strong connection between RVing and college football tailgating and keep positive messages about RV travel in front of consumers throughout the year. Go RVing typically would significantly scale back advertising in the fall and early winter months.

“We are very excited about the buys with ESPN and CBS Sports” said James Ashurst, RVIA vice president of public relations and advertising. “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.”

He added, “Today’s families are really involved in their kids sporting and extra-curricular activities. 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.”

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Go RVing, Sports Illustrated Team for NFL Tour

August 5, 2013 by · Leave a Comment 

Sports Illustrated motorhome

Go RVing has teamed with Sports Illustrated to provide the magazine’s lead NFL writer Peter King with a Jayco Precept Class A motorhome for his Monday Morning Quarterback (MMQB) Training Camp Tour this summer.

King, along with other Sports Illustrated writers and staffers, embarked from New York on July 29 for a three-week RV odyssey that will visit 19 cities. Along the way, King and other writers will write and blog about their RV adventures in addition to their normal football reporting on the widely-read MMQB site as well as other Sports Illustrated properties.

King is one of America’s premier pro football writers and his MMQB column on SI.com, which began in 1997, has become a must-read for fans, league insiders and anyone who loves the NFL. The column regularly draws more than 12 million page views, and based on its popularity, Sports Illustrated and King expanded the column to a stand-along microsite on SI.com. He has over one million Twitter followers and he will be tweeting constantly during the tour as well.

Go RVing’s affiliation with the MMQB Training Camp Tour complements the media buy the RV industry’s national advertising campaign negotiated with Sports Illustrated centering on college football.

The SI on Campus Tailgate Tour presented by Go RVing will visit six NCAA football games throughout the country to give fans an interactive, hands-on introduction to RVing. The promotion will feature a Winnebago Adventurer Class A motorhome and Keystone RV Co. 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.

Jayco, Winnebago and Keystone RV were selected through lottery to provide the vehicles for these two tours.

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Go RVing Awards ‘Spring Fever’ Contest Prize

July 22, 2013 by · Leave a Comment 

Grand prize winners Pam and Brian Huffman with service technician Kurt Heinen

Go RVing’s “Spring Fever” sweepstakes, conducted in partnership with the Outdoor Channel, concluded recently with the presentation of a Forest River Flagstaff Classic folding camping trailer to winners Pam and Brian Hoffman at Greeneway RV Sales and Service in Wisconsin Rapids, Wisc.

According to a press release, the Hoffmans of Port Edwards, Wisc., received a thorough predelivery walk-through of their folding camping trailer from Greeneway RV’s certified technician Kurt Heinen. Forest River’s Flagstaff division donated the sweepstakes prize.

The Hoffmans won the drawing for the trailer from among 162,632 entries. The Go RVing/Outdoor Channel “Spring Fever” Sweepstakes ran throughout April and generated more than 22,678 unique entries and 2,331 opt-in leads for the Go RVing database.

Throughout the sweepstakes, Outdoor Channel leveraged the power of traditional, digital and social media to encourage consumers to enter the national sweepstakes for a chance to win daily prizes, and a shot at the grand prize. To drive participation, Outdoor Channel aired RV-themed vignettes, honing in on the network’s star power, such as Mark Zona of “ZONA’s Awesome Fishing Show” and Pat and Nicole Reeve of “Driven with Pat and Nicole.” Consumers were also encouraged to participate in the contest via social media platforms, such as Facebook, Twitter and YouTube, which directed contestants to the “Spring Fever” microsite.

“RV sweepstakes, like the ‘Spring Fever’ contest, continue to be a great vehicle to raise awareness and generate leads for Go RVing,” said James Ashurst, vice president of public relations and advertising for the Recreation Vehicle Industry Association (RVIA). “We are able to connect with a very interested audience and communicate key message about the value and fun of RV travel.”

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‘AWAY’ Ad Touts RVs as Ideal Tailgate Vehicle

July 19, 2013 by · Leave a Comment 

New "AWAY" ad focuses on tailgating in RVs

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.”

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Go RVing Promoting RV Lifestyle To Bloggers

July 19, 2013 by · Leave a Comment 

Go RVing hosts blogger event

The Recreation Vehicle Industry Association (RVIA) and Go RVing were outside of Atlanta from June 30–July 2 to promote RV travel and camping to “influential mommy and family bloggers” during the 3rd Annual Reviewers Retreat, according to a press release.

Held at the Lodge and Spa at Callaway Gardens, Reviewers Retreat is a conference for review bloggers that provided the opportunity for these online influencers to attend workshops and sessions on influence marketing, network with peers, and build relationships with company and agency personnel representing different brands.

As an event sponsor, Go RVing set up an outdoor camping display featuring a Fleetwood Excursion Class A motorhome, Evergreen Everlite travel trailer, and Forest River Vibe travel trailer. Event attendees were able to tour the RVs, pick up Go RVing materials and learn about the freedom, fun, flexibility and affordability offered by RV travel and camping.

“This was another step in our effort to promote RV travel to the blogging community,” said Karen Redfern, RVIA’s senior director of marketing communications, who attended the event. “More and more consumers are getting news and ideas from bloggers. Given their high level of credibility with readers, they are a great medium to promote the benefits of RV travel with families.”

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Go RVing Tops 100,000 Followers on Facebook

April 1, 2013 by · Leave a Comment 

Go RVing marks 100,000 visitors on Facebook

Go RVing reached a major milestone in mid-March when it exceeded 100,000 active followers of its Facebook page. According to a press release, the ever-growing community is a mix of both current and prospective owners who have actively chosen to follow the messaging provided daily by the brand.

Since the page was launched in 2008, the style and content of the daily postings have been remixed to increase engagement with followers. In the past 18 months, the page’s reach has grown dramatically through messaging that regularly resonates with consumers who are decidedly interested in the Go RVing message.

Over the years, numerous analytical sequencers have been created to track the interactions on social media and quantify the organic and viral reach of a brand’s messaging across numerous social media platforms. Go RVing utilizes several different metrics programs to obtain a well-rounded overview of its campaign’s reach, according to the release. In recent weeks, some individual Go RVing posts have been seen by over 168,000 Facebook users through organic and viral sharing.

“Effective use of social media rarely ‘just happens,’” said James Ashurst, RVIA vice president of advertising and public relations, “but when strategically developed and executed, social media can be a powerful and direct link between brands and their intended market.”

He added, “Whether on Facebook, Twitter, or more recently on Instagram and Pinterest, all of Go RVing’s activities are part of an overall digital strategy developed jointly by both our staff and the team at The Richards Group. Everything we do is designed to support and work cohesively with other aspects of our marketing and advertising campaigns each day. Perhaps the greatest advantage of social media is that we can tweak our messaging as we go – we can react in minutes if needed and we can change our content on the fly. Done correctly, social media is one of the most cost-effective ways to maintain a high level of engaged interaction with our audience.”

To recognize the Facebook milestone, Go RVing ran a weeklong “100,000 and Counting Fan Appreciation Giveaway” that attracted just shy of 9,000 entrants for a prize package of RV-camping essentials. The top prize included a $100 debit gift card, Go RVing window decals, koozies, lanyards, glow sticks, and four collapsible campfire roasting forks and the essentials for making s’mores all packed into a heavy galvanized bucket which can be used at the campfire. Several runners-up were also awarded prizes, with each winner being selected randomly by computer.

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Go RVing, Outdoor Channel Host Sweepstakes

March 29, 2013 by · Leave a Comment 

Following a successful debut in 2012, Go RVing has again partnered with the Outdoor Channel as co-sponsor of the network’s “Spring Fever Sweepstakes.”

The month-long sweepstakes kicks off April 1, and this year’s grand prize is a Flagstaff Classic folding camping trailer which was selected in an RVIA-member lottery. Flagstaff is a division of Forest River Inc.

According to a news release, the sweepstakes is supported both on-air and online with eight custom videos, including four 30-second spots by Outdoor Channel talent Pat Reeve and Nicole Jones, hosts of the hunting show “Driven”, and angler Mark Zona, host of “Zona’s Awesome Fishing Show.” Each will feature the hosts talking about the appeal of RVs for outdoor enthusiasts.

The Outdoor Channel will also promote the benefits of RV travel through outdoorchannel.com, targeted emails, and the network’s social media outlets, including a Go RVing co-branded trip itinerary widget. The network will award daily prizes and four national park RV vacations in conjunction with the Flagstaff grand prize.

“RVs and the outdoors go hand-in-hand, and these types of enhanced media partnerships give the Go RVing brand and messaging greater visibility and impact because the network personalities have tremendous credibility with their viewers,” said James Ashurst, RVIA vice president of public relations and advertising. “It’s also a chance for viewer’s to see how an RV might enhance the quality of their leisure time as it does for the program hosts.”

In 2012, the “Spring Fever” sweepstakes generated a total of 165,000 entries, including 23,173 opt-In leads for the Go RVing database who requested additional information from Go RVing and its industry partners.

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Go RVing’s Media Drive Shifts Into ‘High Gear’

March 1, 2013 by · Leave a Comment 

Officially getting the green flag, Go RVing Coalition’s 2013 media buy launched on Feb. 18 with SPEED Channel airing custom vignettes featuring trackside personality Rutledge Wood during the network’s pre-Daytona 500 programming, according to a news release.

In Woods’ third series of vignettes for Go RVing, the popular NASCAR personality interviews RVers at Texas Motor Speedway about why RVs are great for family travel and are ideal for tailgating at NASCAR races. The spots will air over 500 times on SPEED throughout the racing season along with Go RVing’s television commercials.

Kicking into high gear today (March 1), Go RVing’s $11.8 million campaign features a strong mix of proven media buys mixed with several exciting sponsorships with strong media partners. In the coming weeks and months, the remainder of Go RVing’s television buy and custom programming will roll out on national cable channels including: Destination America, Travel Channel, National Geographic Channel, National Geographic Wild and Outdoor Channel.

From March through September, the TV plan also includes direct response advertising on 40 more popular cable networks.

New digital ads are now appearing on dozens of websites and search engines through September enabling consumers to link directly to GoRVing.com. The 2013 print campaign includes 15 popular titles with a solid editorial mix across a variety of new and proven genres. The magazines hit newsstands in March and continue through October.

Go RVing’s 2013 media buy will be enhanced by special partnerships with Country Living and Garden & Gun magazines’ event sponsorships, Outdoor Channel’s national sweepstakes with an RV grand prize, and Travel Channel with the Trip Flip episode featuring an RV vacation integration and an online sweepstakes.

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Go RVing Takes Message to Consumer Events

February 18, 2013 by · Leave a Comment 

The Go RVing campaign is expanding its outreach effort to include consumer events, for the first time. As part of its ad buys with Garden & Gun and Country Living magazines, Go RVing will display RVs at major events attended by consumers in the ad campaign’s target demographic, according to a press release.

“We’re excited about this new way of reaching consumers who share characteristics with RV owners,” said Recreation Vehicle Industry Association (RVIA) Vice President of Advertising and Public Relations James Ashurst. “This will give families an opportunity to see RVs for themselves and learn how RVing is a fun, flexible and affordable way for families to spend quality time in the outdoors.”

The first event is the Southeastern Wildlife Exposition (SEWE), taking place Feb. 15-17 in Charleston, S.C. Now in its 30th year, SEWE draws more than 500 artists and exhibitors from around the globe, presenting their products to more than 40,000 attendees.

Go RVing’s on-site exhibit, situated just inside the entrance to the event, will feature a Winnebago Aspect Class C motorhome and a Forest River V-Cross Vibe travel trailer. Both units were selected in lottery among members offering to provide vehicles. The SEWE exhibit is part of Go RVing’s media buy with Garden & Gun magazine, which is a sponsor of the event.

As part of its media buy with Country Living, Go RVing is sponsoring the “Sisters on the Fly” seminar, which will be held at each of the Country Living Fairs — June 7-9 in Rhinebeck, N.Y.; Sept. 13-15 in Columbus, Ohio; and Oct. 25-27 in Atlanta. Total attendance at the three events is expected to exceed 63,000.

“Sisters on the Fly” is a group of 2,400 women who travel the country in RVs. They conduct seminars designed to educate consumers on the RV lifestyle, and how easily the RV experience can be customized. In addition, Go RVing will have space to display an RV at each of the three fairs.

 

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