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Go RVing Eclipses 200,000 Facebook Followers

October 3, 2013 by · Leave a Comment 

As increasing numbers of RV enthusiasts gravitate to social media, Go RVing finds itself in rarified company.

In June, Go RVing announced that its Facebook page had reached 100,000 followers — putting the page in an elite group of brand pages who achieved that large a following. Facebook reports only 1% of all its brand-affiliated pages reach that status.

Just three months later, Go RVing has doubled its following to over 207,000.

The biggest boost in the organic growth of the fan base is attributed to the sharing of the daily posts which average more than 300 shares per week — meaning current Go RVing followers are enjoying the posts and choosing to repost them on their walls for their friends to see.

Additionally, the current #RVTailgateSweeps has proven popular and has contributed an estimated 5,000 new followers since the partnership with Sports Illustrated and coordinating sweepstakes launched at the end of August. The sweepstakes entry form is available through an app on the Go RVing Facebook page.

“As more and more consumers opt to consume their media via digital platforms, Go RVing continues to up our game in terms of producing compelling content that consumers can both access as well as share. With this kind of growth, that recipe is clearly working,” said James Ashurst, RVIA’s vice president of advertising and public relations. “With many of Go RVing’s Facebook posts also linking to our Instagram, Pinterest and Twitter properties, the viral nature of digital marketing is putting Go RVing’s message in front of more consumers and potential buyers.”

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Go RVing/SI ‘Tailgate Tour’ Heads to Oklahoma

October 2, 2013 by · Leave a Comment 

College football fans take note: The Sports Illustrated (SI) On Campus Tailgate Tour presented by the Go RVing Coalition rolls into Norman, Okla., this weekend for the TCU-Oklahoma college football game Saturday, Oct. 5.

The tour kicked off at the Syracuse-Penn State game at MetLife Stadium in New York before heading to West Lafayette, Ind., for the Indiana State-Purdue University game. According to a release from the Recreational Vehicle Industry Association (RVIA), last weekend football fans found the tour in Corvallis, Ore., for the Oregon State-University of Colorado rivalry.

Featuring a Winnebago Adventurer Class A motorhome and a Keystone RV travel trailer as the centerpieces, the tour is a high-impact, onsite consumer event that showcases RVs as ideal tailgate vehicles — and provide fans the opportunity to tour the units. Several thousand consumers have toured the two units through the first half of the tour.

There are also other fan-engagement activities, including tailgate cooking competitions, games and giveaways, and autograph and photo opportunities with Sports Illustrated personalities and college football alumni. Videos are being shot at each stop and aired on SI.com website properties.

The tour is also scheduled to hit the Florida-LSU game in Baton Rouge, La., on Oct. 12, and the Auburn-Texas A&M game in College Station, Texas, on Oct. 19.

An online sweepstakes is also part of the tour with the grand prize winner awarded a 2014 Keystone travel trailer featuring an outdoor kitchen that is perfect for tailgating and camping. The sweepstakes runs through Nov. 29.

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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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