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.”
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.”
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.”
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.
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.
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.
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.
RV travel and camping vignettes custom-produced by Go RVing’s media partners will once again be a key element of the industry’s national “AWAY” advertising campaign when it kicks off its second year in February.
According to a press release, these vignettes will air on popular networks throughout the year, including Great American Country (GAC), SPEED and the Outdoor Channel.
Filming was just completed in Nashville on the two 60-second “On the Road with GAC” vignettes featuring country music recording artist Chuck Wicks. The spots showcase how Wicks uses his RV to escape the bright lights and pressure of Music City by camping, hunting and fishing with his father, John, and his dogs.
A Forest River Inc. XLR Hyperlite sport utility RV, selected through a lottery, is featured in both vignettes, which will air on GAC between Feb. 18 and June 30, and on GACtv.com.
Go RVing is once again teaming up with SPEED personality Rutledge Wood for a 60-second vignette that features Wood interviewing RVers at Texas Motor Speedway about why RVs are great for family travel and how their units are ideal for tailgating at NASCAR races. It will air 546 times throughout racing season on SPEED, beginning Feb. 18.
The Outdoor Channel will air four vignettes with network talent Pat Reeve and Nicole Jones, hosts of the hunting show Driven, and angler Mark Zona, host of Zona’s Awesome Fishing Show, talking about the appeal of RVs with outdoor enthusiasts. These will air throughout April as part of the network’s “Spring Fever” sweepstakes.
The Outdoor Channel will also be promoting the benefits of RV travel and the sweepstakes through outdoorchannel.com, targeted e-mails and the network’s social media outlets, including a Go RVing co-branded trip itinerary widget. The network will award four National Park RV vacations and the grand prize for the sweepstakes is a Forest River Flagstaff Classic folding camping trailer, also selected in a Recreation Vehicle Industry Association (RVIA) lottery.
“These vignettes add tremendous value to the campaign by reinforcing the messages in our television commercials as popular network personalities enjoy and endorse RV travel and camping in an entertaining and informative way,” said RVIA Vice President of Public Relations and Advertising James Ashurst.
Football journalist Kerry Byrne and Go RVing have teamed up for a 1,500-mile RV road trip to the Super Bowl, designed to generate media interest from Boston to New Orleans.
According to a press release, Byrne and celebrity chef Steve DiFillippo are traveling in a motorhome provided by El Monte RV to promote RVs as a fun and flexible way to travel, tailgate and experience the big game.
The tour included an appearance on the FOX & Friends morning show on Jan. 27 to talk about how to host the perfect RV tailgate. New England Cable News, The Boston Herald and WBZ-TV, Boston’s CBS affiliate, also have provided coverage of the tour. Byrne has also conducted interviews with sports radio outlets nationwide to talk about the RV trip to the big game, including stations in Pittsburgh, Baltimore, Denver, Boston, Chicago, DC, San Francisco and New Orleans.
Byrne and the RV are scheduled to appear on the FOX affiliate in New Orleans on Friday. In addition, Byrne and DiFillippo will host a Go RVing Super Bowl Tailgate Friday afternoon in New Orleans. RVers and Go RVing fans are invited to the party for free. In addition, the Recreation Vehicle Industry Association (RVIA) is expecting to receive coverage on the Sports Illustrated website, SI.com.
Byrne is founder of ColdHardFootballFacts.com, and is considered an authority on the “gridiron lifestyle” of beer, food and football. He also writes about food and drinks for The Boston Herald and has a regular column at SI.com.
Byrne has been tweeting about the trip to his 9,000 Twitter followers, as well as posting video to http://www.coldhardfootballfacts.com/ including an interview with former Baltimore Ravens wide receiver Qadry Ismael during a stop in Baltimore.
Expanding upon major media partnerships, Go RVing has joined forces with The Travel Channel to feature a family RV vacation in a fully-integrated episode of one of its most popular series, “Trip Flip.” The show will follow “professional fun-seeker” and travel expert Bert Kreischer and one family on a three-day, action-packed RV vacation.
Entering its third season, the show is unscripted as Kreischer spontaneously selects a family and surprises them with an on-the-spot vacation offer. The show will travel to the Flagstaff/Grand Canyon area where the RV integration will allow the family to enjoy a fantastic vacation filled activities in scenic locations while experiencing hassle-free travel with all the comforts of home. The episode will feature scenes both inside and out of the RV.
Responding to Go RVing’s request for vehicles, a lottery was held in early December where a Holiday Rambler Vacationer motorhome offered by Navistar RV was randomly chosen as the vehicle for the on-camera family to enjoy and explore in. The show will be shot in mid-March and will air as one episode of the Trip Flip 2013 season.
Additionally, Go RVing is sponsoring a Travel Channel national sweepstakes that will be promoted on-air and online with the grand prize being a family vacation in an RV rental.