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Go RVing Kicks Off Fall Tailgating Partnership

September 5, 2012 by · Leave a Comment 

New partnerships with the NFL Network and CBS Sports will bring the Go RVing message into the living rooms of millions of NFL and college football fans this football season with both popular networks focusing on how RV tailgating is an integral part of football tradition that enhances the gameday experience, according to a news release.

The NFL Network will air Go RVing ads from September through December. The network will also produce a custom 30-second vignette that is expected to reach 68 million households, highlighting the diversity of tailgating at NFL football games.

During the network’s televised games the first week of the season, camera crews will capture RV tailgating footage prior to the game. The vignette will begin airing in late September through October during Game Day Morning on Sundays, 9 a.m. – 1 p.m. EST, and will also air adjacent to Go RVing brand spots.

Go RVing television commercials will be seen on CBS Sports college football coverage through December. In addition, CBS Sports’ Go RVing Football Series includes a pair of custom elements designed to bring Go RVing into 45 million households. The first half of SEC football games will feature an animated RV driving on screen to deliver three trivia facts about the college, stadium or tailgate experience for each week’s matchup.

CBS will also produce custom vignettes from footage filmed at SEC football games where RV tailgating is revered. These six 60-second to 90-second vignettes, titled the College Football Tailgating Tradition Series, will air during Inside College Football or SEC Studio Show throughout the season. They will celebrate the legions of faithful fans who follow their college teams, often turning stadium lots into impromptu RV towns for days preceding the game.

“America recognizes that tailgating has become one of our favorite pre-game traditions, and our partnerships with NFL Network and CBS Sports will show football fans how to take their tailgate gathering to the next level with an RV,” said James Ashurst, RVIA’s vice president of advertising and public relations. “The segments focus not only on the typical parking lot cooking, but also on how an RV’s amenities like outdoor entertainment centers, and homelike comforts including your own bathroom, can add a whole new dimension to the tailgating experience.”

 

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Go RVing/GAC Giveaway Winner is Announced

July 30, 2012 by · Leave a Comment 

Go RVing’s first-ever national RV giveaway, conducted in partnership with Great American Country Network (GAC), will culminate on July 31 when the RV is presented to the winner at Tom Stinnett Derby City RV in Clarksville, Ind.

The winner, Clifton Johnson, won the 2012 Lance Camper Ultralight travel trailer in a drawing from nearly 650,000 entries.

The sweepstakes, which ran from March 1 through April 16, generated a total of 811,000 entries and more than 46,000 leads for the Go RVing program from entrants who opted to receive information from participating Go RVing dealers, manufacturers and campgrounds.

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RVIA Promotes RVing at Digital Family Summit

July 16, 2012 by · Leave a Comment 

Attendees check out an RV at the Digital Family Summit

Go RVing Coalition and the Recreation Vehicle Industry Association (RVIA) were in Philadelphia from June 29 through July 1 to promote RV travel and camping to family bloggers with a mock campsite at the Digital Family Summit.

The Digital Family Summit is a conference for family bloggers that offered workshops and activities to help bloggers enhance their skills and network. As one of the event sponsors, Go RVing set up an outdoor camping display featuring a Winnebago Via motorhome and a Jayco travel trailer, provided by Fretz RV in Souderton, Pa.

Event attendees toured the RVs, multiple times in some cases, and learned about the freedom, fun, flexibility and affordability offered to families by RV travel.

The event was an excellent venue for RVIA’s public relations team to demonstrate the benefits of RV travel to family bloggers, who have considerable credibility with their readers. In addition, RVIA began discussions with influential “mom bloggers” with large followings about possible stories and promotions in the future.

Prior to the kickoff of the Digital Family Summit, the Winnebago Via was featured in a live RVing segment on Philadelphia’s FOX affiliate, which also included an interview with RVIA’s Kevin Broom about the popularity of RV travel.

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Go RVing’s New iAd Targets Apple Device User

July 13, 2012 by · Leave a Comment 

Go RVing's iAd

Go RVing’s new “AWAY” iAd, launched on June 29, is helping drive exposure for RV travel and camping to millions on Apple’s proprietary ad network.

According to a press release, Go RVing’s iAd reaches Apple iPhone and iTouch users from within their favorite app. When a Go RVing ad pops up, Apple users can play a custom Go RVing game without ever leaving the ad. Branded similarly to Go RVing’s mobile site, the Go RVing iAd features a large “Find a Dealer” option at the top of each game screen that takes users to GoRVing.com with one click.

Early results from Apple indicate the Go RVing iAd is performing very effectively, outperforming the average benchmarks for all iAd metrics. The Tap Through Rate (TTR), which measures how many people see the banner unit and then actually tap it to reach the ad unit/game, is 0.75%. This is higher than the iAd TTR benchmark of 0.60%. The time spent by the user in the ad unit/game is 93 seconds on average, 33 seconds greater than the 60-second benchmark.

The new iAd is Go RVing’s latest effort to boost the RV industry’s presence in the growing digital marketplace, joining the mobile site launched earlier this year in conjunction with the debut of the redesigned GoRVing.com.

The Go RVing mobile site quickly and easily allows visitors to be introduced to the website’s full array of information, including searching for an RV dealer or campground. More than 152,000 web visitors have come through the mobile site with nearly another 13,000 having used their smartphones to scan the QR codes in the “AWAY” print ads to reach the mobile site.

“The iAd and our mobile site provide consumers with the ability to conveniently and easily access RVing information from their mobile device,” said RVIA Vice President of Public Relations and Advertising James Ashurst. “Having these resources in place is hugely important as more and more consumers are using smartphones and mobile devices for web searches and information gathering.”

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Herzogs Extending RV Message to Hannibal, Mo.

July 6, 2012 by · Leave a Comment 

Brad and Amy Herzog

A California couple who travel across the country in an RV will be stopping by Hannibal, Mo., this weekend.

Author Brad Herzog and his wife, Amy, have traversed the country for 13 consecutive years, and he has written three memoirs from these travels.

Herzog spoke to The Quincy (Ill.) Herald-Whig earlier this week from the parking lot of the Clinton Presidential Library in Little Rock, Ark., as the couple makes their way to the area. Other locations the couple has traveled to this summer included the Great Sand Dunes in Colorado, the Grand Canyon and the Oklahoma City National Memorial.

“It’s like a big-screen movie of America is playing in front of you, and anytime you want, you can stop the film and enter the picture,” he said. “That’s a really cool feeling.”

The Herzogs should arrive in Hannibal this weekend just in time for the national fence painting contests on Sunday (July 8) at the National Tom Sawyer Days.

Herzog said he is expects to spend a lot of time in Hannibal, which excites him because it was home to Mark Twain.

“As a traveling author, it’s inevitable that I would be a Mark Twain fan,” he said. “So we’re going to take a riverboat on the river, visit the museum and (Twain’s) boyhood home and that sort of thing.”

Herzog boasts the benefits of traveling in an RV, instead of air travel.

“With an RV trip, you’re not going from point A to point Z,” Herzog said. “You’re hitting all the points in between, and it helps immerse you in a sense of place. It makes the destination that much satisfying.”

A RV vacation also could save families money when planning vacations.

A study prepared for the Recreation Vehicle Industry Association (RVIA) found that RV travel is 23% to 59% less expensive than other types of vacations for a family of four.

“The money that we save not having to pay for hotel rooms, by not having to eat three meals a day in a restaurant, by not having to deal with airlines and all the lack of control you have there, it really adds to the whole experience,” Herzog said. “The affordability is one part, and there is the flexibility. I love the fact that in an RV, you’re in control. You’re traveling at your own pace and on your own terms, and to me that is how a vacation should feel.”

The family sees many different towns and locations along the way to their destination. The treks last usually last six to eight weeks every summer, and most times they travel with their two sons. However, they are both at summer camp.

“It started in the summer of 2000,” he said. “The first summer it was my wife Amy and I, and she was pregnant with our first child.”

The Herzogs have since logged more than 100,000 miles crossing the 48 states in the continental U.S.

Herzog’s latest book, “Turn Left at the Trojan Horse: A Would-be Hero’s American Odyssey,” explores classically named towns throughout America. He focuses on small towns in America in his writing.

“Hannibal and Quincy are humongous compared to what I write about,” he said. “I pick the tiniest dots on the map, and I sort of develop a theme for an overarching concept I would like to explore in each book. Then I craft an itinerary that’s going to take me through tiny little towns with names that match that theme.”

Herzog also blogs for travel website GoRVing.com and also maintains his own website, bradherzog.com.

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Go RVing Coalition Issues Upbeat June Report

June 15, 2012 by · Leave a Comment 

Go RVing 'Away' ad

The Go RVing Coalition received a positive report on the progress of the industry’s Go RVing marketing campaign at its Monday afternoon (June 11) meeting at the Willard InterContinental Hotel in Washington, D.C.

Go RVing’s “Find your AWAY” ads hit the marketplace this spring, setting the stage for a reenergized effort for the program, which is owned by both the Recreation Vehicle Industry Association (RVIA) and the Recreation Vehicle Dealers Association (RVDA).

The new “Away” theme of the campaign, designed to expand the market, represents a return to a use of softer outdoor “lifestyle” imagery not unlike that used in the earlier years of the 16-year-old, all-industry campaign.

“I think it went very well,” reports Coalition Co-Chairman Tom Stinnett, president of Tom Stinnett Derby City RV, Clarksville, Ind., and a partner in Clarksville-based Equine Motorcoach. “I think that the results speak for themselves. There’s positive increases in almost everything we’re doing. There’s very interesting digital marketing improvements and a lot more feedback from our customers in that area where we’re currently expanding. I think, overall, it was a very good meeting.”

“The headline I’d put on it is: ‘How Does Go RVing Continue to Do It?’” remarked the other co-chairman, Bob Olson, the recently retired chairman of Iowa-based Winnebago Industries Inc. “I think it was a very positive meeting. You look at the strategy change that we did last year, and getting more in to the social media part of advertising platform, I think, is going to pay dividends beyond any of our wildest dreams.

“And I think that what really encouraged me most was the fact that we’re already talking about things that we’re going to move into next year and the year after that, which gives me confidence that the people that we’ve got in place right now on the RVIA side and the consulting group that we’re utilizing really know their stuff when it comes to the best way to get to that consumer.”

Among the high points in Monday’s presentations by RVIA staff, which administers the national campaign, and The Richards Group, the Dallas agency with whom the coalition has worked for several years:

• Visits to GoRVing.com have grown 16% versus 2011.

• Unique views are up 14%, page views by 34%.

• Of the visitors to GoRVing.com, more than 115,000 arrived via a mobile device, and of those, roughly 10% came via the QR code in Go RVing’s print ads.

• Total leads are up 79%.

• The Great American Country and Outdoor Channel partnerships generated more than 811,000 entries as part of the coalition’s sweepstakes. These entries also yielded more than 46,000 new leads from entrants who opted in to receive additional information from GoRVing dealers, manufacturers and campgrounds.

• The coalition is seeing a 53% increase in consumers arriving at the GoRVing.com website via digital routes.

Go RVing, meanwhile, expects 2.9 billion media impressions in 2012 from its overall advertising campaign – print, digital and otherwise, according to James Ashurst, vice president of public relations and advertising for RVIA.

“I think the new creative was the stimulus for a lot of the positive numbers that we’re seeing, along with a lot of the other interactive efforts that we’re pursuing,” observed Stinnett.

“The coverage that we’re getting across the board, whether it’s ‘Fox and Friends’ or Major League Baseball is behind the good report,” added Olson. “I think it speaks volumes for the acceptance of the RV lifestyle. And, you know, as long as we’ve got that, I think we’re going to continue to grow as an industry.”

 

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Go RVing’s Mobile Site Pulling in Consumers

June 4, 2012 by · Leave a Comment 

Go RVing mobile site

Go RVing’s new “AWAY” campaign is off to a strong start with leads up 70% over last year, and the effort’s new mobile site is proving to be an effective tool in providing interested consumers with RVing information from their mobile device.

According to a press release, the mobile site launched earlier this year with the introduction of the redesigned GoRVing.com. More than 93,000 web visitors have come through the mobile site and nearly another 10,000 have used their smartphones to scan the QR codes in the “AWAY” print ads to reach the mobile site.

“Having an attractive, appealing mobile site is crucial for success in the digital marketplace,” said RVIA Vice President of Public Relations and Advertising James Ashurst. “Research shows there are more than 107 million smartphone users in the U.S. today and an anticipated 50% of all web searches will be done on a mobile device by 2014.”

Go RVing is also introducing a new promotion to capitalize on the other big draw of smartphones – game playing. Digital games continue to increase in popularity and with 39% of mothers admitting they hand over their smartphones to their children for entertainment while on car trips, Go RVing teamed with the Game Show Network’s GSN.com to produce digital versions of some favorite road trip games, including “United States of Bingo,” “Funny Fill-Ins,” Destination Alphabet,” and “Drive and Spy.” The new GetAWAY Games are available as Android and IPhone apps or can be played along with other custom-created games on the branded Go RVing game hub on GSN.com.

 

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Jayco Inc. Mini Gets MLB Network Exposure

May 31, 2012 by · Leave a Comment 

Brothers Derald Bontrager (left) and Wilbur Bontrager (right) of Jayco Inc. visit with James Ashurst (green shirt), vice president of public relations and advertising for the Recreation Vehicle Industry Association (RVIA), and Stephen Connors, director of Midwest advertising sales for the MLB, beside the Jayco Seneca in the Jayco parking lot in Middlebury, Ind.

The Go RVing and MLB Network’s “Home and Away Tour” Jayco Seneca Class C motorhome stopped by Jayco Inc.’s headquarters in Middlebury, Ind., Wednesday (May 30) on its way from a St. Louis Cardinals’ game to the Tigers’ stadium in Detroit.

Wilbur Bontrager, CEO of Jayco Inc., and Derald Bontrager, president of Jayco, were there to greet James Ashurst, vice president of public relations and advertising for the Recreation Vehicle Industry Association (RVIA), and Stephen Connors, director of Midwest Advertising Sales for the MLB, as the Seneca rolled into the parking lot.

“We’re always happy to help promote Go RVing’s message and this opportunity was a fun way for us to participate.” said Derald Bontrager. “It was a win for Go RVing, the industry and Jayco.”

Since April 12, the Jayco Seneca 37RB Class C motorhome has been visiting the nation’s ballparks as a touring studio broadcasting features during the MLB Network’s Game of the Week. The Jayco Seneca was used inside and outside for on-air reports and interviews with players during the On Deck Circle, the network’s signature show featuring major league baseball highlights and analysis.

There were also teasers and promotional mentions of Go RVing and the “Home and Away Tour” on The Run Down and the MLB Network Game of the Week. This special promotion was inserted as a value-added element to Go RVing’s 2012 agreement with the MLB Network.

The Jayco Seneca, wrapped with visuals from the new Go RVing “Away” national advertising campaign as well as logos for GoRVing.com, MLB Network and Jayco, will end its tour at the Detroit Tigers’ game this Friday against the Yankees.

 

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RV Sweepstakes Elevate Go RVing’s Exposure

May 16, 2012 by · Leave a Comment 

Go RVing’s first-ever national RV giveaways, conducted in partnership with Great American Country Network (GAC) and Outdoor Channel this spring, generated significant consumer interest while also providing impressive results for the national advertising campaign.

According to a press release, the two sweepstakes combined to draw more than 811,000 entries and yielded 46,329 leads for the Go RVing effort from entrants who opted into receiving information from participating Go RVing dealers, manufacturers and campgrounds.

“The Ultimate Country Music RV Giveaway” sweepstakes with GAC offered entrants the chance to win a 2012 Lance Camper Ultralight 1685 travel trailer as the grand prize along with two VIP tickets and backstage access to the CMA Festival in Nashville in June. Running from March 1-April 16, it drew 646,714 entrants, of which 122,376 were unique entries, and generated 23,156 opt-in leads. According to GAC, these results represent “a huge success for a custom sweepstakes.”

As part of the GAC partnership, two 60-second vignettes featuring country music artist Chuck Wicks enjoying RV getaways in the prize model Lance travel trailer aired on GAC. Go RVing also has a branded “On-The-Road-Guide to Summer Hot Spots” special section in the June People Country magazine (available on newsstand now). Featuring a country-music theme, the six-page custom section promoted the sweepstakes and RV travel. Details about the sweepstakes, Go RVing interactive banner ads, information on RVing, and the Chuck Wicks vignettes were featured on GACTV.com.

Go RVing’s “Spring Fever” sweepstakes with the Outdoor Channel attracted 165,000 total entrants, of which 31,217 were unique entries, and accounted for 23,173 opt-in leads. This contest ran through April and featured a Columbia Northwest 2012 Somerset OR12SD off-road folding camping trailer as the grand prize.

The promotion included four custom RVing vignettes featuring Outdoor Channel talent Pat Reeve and Nicole Jones, host of the hunting show Driven, and Mark Zona, host of Zona’s Awesome Fishing Show. Outdoor Channel also promoted the sweepstakes and the benefits of RV travel to audiences through outdoorchannel.com, their social media outlets, and targeted emails.

“We were very pleased with the success of our first national RV giveaway sweepstakes,” said RVIA Vice President of Public Relations and Advertising James Ashurst. “These two promotions were popular with the public and helped spread our key messages about RVing with receptive audiences. The amount of leads created by the sweepstakes was particularly encouraging.”

Lance Camper Manufacturing Corp. and Columbia Northwest Inc./Aliner were selected to provide the grand prize RVs through a lottery in January of RVIA members who offered a unit for the two sweepstakes.

 

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Go RVing’s MLB Network Promo Hits the Road

April 30, 2012 by · Leave a Comment 

Wrapped Jayco motorhome used in MLB promotion

The Go RVing and MLB Network “Home and Away Tour” is on the road with a specially-wrapped Jayco Inc. motorhome serving as a touring studio broadcasting features during the MLB Network Game of the Week from ballparks across the nation, according to a press release.

Through this special promotion, negotiated as a value-added element to Go RVing’s 2012 media buy with MLB Network, there will be on-air reports and interviews with players conducted both inside and outside the motorhome over the next two months on the popular On Deck Circle, the networks signature show featuring major league baseball highlights and analysis.

There will also be teasers and promotional mentions of Go RVing and the “Home and Away Tour” on The Run Down and the MLB Network Game of the Week. Video highlights showing the exposure being generated by the promotion can be seen by clicking here.

The “Home and Away Tour” motorhome is a Jayco Seneca 37RB Class C motorhome, which the company provided in response to an RVIA-member lottery invitation. It is wrapped with visuals from the new Go RVing “Away” national advertising campaign as well as logos for Go RVing.com, MLB Network and Jayco. The tour kicked off earlier this month with the motorhome appearing at the Florida Marlins vs. Philadelphia Phillies on April 12 and at the Texas Rangers vs. Boston Red Sox on April 17.

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Go RVing’s ‘Away’ Ads Boosting Website Traffic

April 12, 2012 by · Leave a Comment 

Go RVing home page

Go RVing’s new “AWAY” campaign is helping generate awareness of RV travel among consumers during the busy selling and travel season as illustrated by the increased activity on GoRVing.com since the campaign’s launch in February.

According to a press release, from Jan. 1 through April 9, total web visits were up 13% from 284,292 in 2011 to 321,342 in 2012 while page views were up 24%, rising to nearly 2 million this year from 1.6 million in 2011. The number of unique visitors has also jumped from 241,761 in 2011 to 289,394 in 2012, a 20% rise.

Go RVing’s “AWAY” campaign drives consumers to the all-new GoRVing.com website, which is designed to be a comprehensive information source to guide prospective buyers through the purchase process and travel experience. The website features new interactive tools to help visitors explore RVs, choose the best type for them, compare typical family vacation costs, watch new videos featuring real RVers and sign up for more information from participating Go RVing dealers, manufacturers, show promoters and campgrounds. Consumers who opt in to be contacted are posted on the Go RVing leads database in the industry-only area of the site, ranked by likelihood to buy.

The Go RVing “AWAY” effort is the first all-new industry advertising campaign since 2005. Built upon the evocative concept of “AWAY,” the new ads return to the emotion-driven family focus of past campaigns, along with continued emphasis on the affordability and accessibility of RV ownership for multigenerational families.

 

 

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Entries are Pouring in for Go RVing’s Giveaways

April 11, 2012 by · Leave a Comment 

Go RVing’s first-ever national RV giveaways are in full-swing with “consumer interest running high” in the two sweepstakes conducted in partnership with Great American Country Network and the Outdoor Channel.

“We were very excited to add these national sweepstakes to the Go RVing campaign this year,” said Recreation Vehicle Industry Association (RVIA) Vice President of Public Relations and Advertising James Ashurst in a press release. “They bring tremendous added value to our advertising efforts and help spread our messages with receptive audiences.”

Running through April 16, “The Ultimate Country Music RV Giveaway” sweepstakes with Great American Country (GAC) offers entrants the chance to win a 2012 Ultralight 1685 travel trailer from Lance Camper Mfg. Corp. as the grand prize along with two VIP tickets and backstage access to the CMA Festival in Nashville in June. To date, over 400,000 entries have been received.

As part of the partnership, two 60-second vignettes featuring country music artist Chuck Wicks enjoying RV getaways in the Lance travel trailer are airing on GAC. Go RVing also has a branded “On-The-Road-Guide to Summer Hot Spots” special section in the June People Country magazine (available on newsstand now). Featuring a country-music theme, the six-page custom section promotes RV travel and the sweepstakes. Visitors to GACTV.com will also see Go RVing interactive banner ads, information on RVing, the Chuck Wicks vignettes and details about the sweepstakes.

Go RVing’s “Spring Fever” sweepstakes with the Outdoor Channel features a Columbia Northwest Inc./Aliner 2012 Somerset OR12SD off-road folding camping trailer as the grand prize. In just the first week of the promotion, 13,000 entries have been received. This sweepstakes runs April 1-30.

Included in the promotion are four custom vignettes featuring Outdoor Channel talent Pat Reeve and Nicole Jones, host of the hunting show Driven, and Mark Zona, host of Zona’s Awesome Fishing Show. Outdoor Channel will also promote the sweepstakes and the benefits of RV travel to audiences through outdoorchannel.com, their social media outlets, and targeted emails.

Go RVing sweepstakes entrants are encouraged to opt-in for information from participating Go RVing dealers, manufacturers and campgrounds.

Lance Campers and Columbia Northwest were selected to provide the grand prize RVs through a lottery in January of RVIA members who offered a unit for the two sweepstakes.

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Go RVing Tie-in Program Aids Local Advertising

April 2, 2012 by · 1 Comment 

In addition to all-new creative materials promoting RV ownership at the national level, Go RVing has created new resources for local RV businesses to capitalize on the “AWAY” campaign through the Go RVing Industry Tie-In Program.

According to a press release, the program offers RV dealers, show promoters, campground owners and their agenciesonline access to campaign collateral, tools and consumer leads to use in incorporating the national advertising messages into their local marketing efforts.

Key elements of the program include:

• Go RVing’s Leads-Plus Program – Leads are ranked according to the consumer’s likelihood of purchasing – highly likely, moderately, likely or interested – using a sophisticated mathematical model to analyze confidential credit bureau data.

• Go RVing Image Library – All-new high-resolution images from Go RVing photo shoots of consumers enjoying a variety of RV products are now available for download in the Industry Only section of GoRVing.com. These images are ideal for use in advertising, websites and other promotional materials.

• Go RVing B-Roll – Footage shot during the Go RVing “AWAY” television production shoots will be available in April to download from the GoRVing.com Industry Only section for use in producing local television commercials. The nine-minute video features footage of motorhomes, travel trailers, fifth-wheel travel trailers and truck campers driving along scenic roads. In addition to the new download option, high-definition HDCAM tapes and standard definition BETA tapes of the footage are also available.

• Taggable “AWAY” TV Spots – The three “AWAY” 30-second television spots will also be available to download and tag with company-specific information in the final five seconds of the commercial.

• Go RVing Posters – Participants in the Go RVing Industry Tie-In Program will receive a set of new posters featuring the “AWAY” theme. These are perfect for displaying in a dealership or at special events or shows.

RV dealers interested in learning more or registering for the Go RVing Industry Tie-In program should contact Chuck Boyd at RVDA at (703) 591-7130, ext. 113 or cboyd@rvda.org. The program cost for dealers is $225. Campground operators should contact ARVC’s Barb Youmans at (303) 681-0401 or byoumans@arvc.org for registration and pricing information for the program. Other industry members can contact RVIA’s Margie Spence at (703) 620-6003, ext. 357 or mspence@rvia.org for more information.

 

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RVIA Offers PR, Ad Highlights at Annual Meeting

March 15, 2012 by · 1 Comment 

RVIA's James Ashurst

During RVIA’s March 8 Annual Membership Meeting, Public Relations Committee Chairman B.J. Thompson and Vice President of Public Relations and Advertising James Ashurst provided attendees with an update on the industry’s public relations and marketing activities.

According to a press release, the presentation kicked off with the new “AWAY” campaign creative showcasing the industry’s return to the emotion-driven focus on family fun, affordability and flexibility of RV travel.

Ashurst offered an overview of the 2012 strategic media plan, detailing how the $10.3 million advertising spend for 2012 features a strong mix of proven media and several expanded and new media partnerships.

“The advertising market is changing, and so are the days of the traditional ad buy,” he said. “Our strategic focus for 2012 is to identify advertising partnerships that allow for greater brand extensions than we’ve done in the past – opportunities that will stretch our ad dollars, add value and encourage additional partnerships in the future with like-minded brands.”

Thompson led the public relations discussion by updating attendees on RVIA’s move to bring more of the PR function in-house by using consultants that have been contracted to supplement internal efforts. He touched on several recent successes, including more than 100 newspapers picking up an Associated Press story on the state of the industry, as well as dozens of local print stories touting the early RV consumer show season.

“RVs continued to receive positive media coverage during the winter months, and our work with earned media throughout the year will continue to deliver the message that RVs provide consumers with the opportunity to pursue their passions, build connections through shared adventures, and that there is an RV that fits their needs and budget,” Thompson said.

Thompson showcased several videos highlighting recent consumer media features including national broadcast coverage on Fox&Friends and Rachael Ray, as well as footage from HGTV’s RV 2012, and HGTV’s most popular series House Hunters – a segment featuring a couple looking to settle down in an RV. RVIA worked closely with producers on each of these segments, and have laid the groundwork for additional coverage moving forward.

Thompson concluded, “PR continues to be a driving force behind our ongoing promotional efforts. The PR team and our media consultants are working on numerous projects, and we are extremely confident that despite the ever-present uncertainty in the economy, 2012 will be a banner year in terms of positive media coverage for RVs.”

On the “AWAY” campaign front, Ashurst shared videos from Go RVing’s first-ever national RV giveaways with the Great American Country (GAC) and Outdoor Channel cable networks. The GAC partnership is a multi-platform execution that features multiple vignettes starring country music artist Chuck Wicks, a six-page special section in People Country magazine, and culminates with the grand prize of a 2012 Lance Ultralight travel trailer. The Outdoor Channel, which will air four Go RVing vignettes featuring the network’s popular hunting and fishing hosts, is offering a 2012 Somerset off-road folding camping trailer from Columbia Northwest as the grand prize in the network’s “Spring Fever” promotion.

Ashurst touched on several other promotions with top media brands including National Geographic Channel and an expanded partnership with Speed Channel that features popular host Rutledge Wood and his family traveling in a type A motorhome provided by Monaco in a custom on-air segment

Additionally, Ashurst highlighted how Go RVing is staying aggressive in the sports category, with a more robust execution with MLB Network. The 2012 partnership, dubbed the “Home and Away Tour”, includes an eight-market stadium tour featuring a custom-wrapped motorhome from Jayco that allows for mobile studio interviews with players and managers in and around the RV. An exciting new partnership has been forged with NFL Network, providing Go RVing a highly visible presence during the network’s popular Game Day Morning. The collaboration will feature editorial and advertising extensions in the league’s new monthly, NFL Magazine.

Additionally, Go RVing has struck a deal with CBS Sports Network that will include RV-specific content as part of packages celebrating unique college football tailgating traditions.

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Go RVing Sweepstakes Debuts on GAC Network

March 2, 2012 by · 2 Comments 

The first of Go RVing’s two national RV sweepstakes kicked off Thursday (March 1) when the Great American Country Network (GAC) launches “The Ultimate Country Music RV Giveaway.”

The sweepstakes runs through April 16 with the grand prize winner being awarded a 2012 Lance ultra-light 1685 travel trailer along with two VIP tickets and backstage access to the Country Music Association (CMA) Festival in Nashville this June. Lance Camper was selected in a lottery of RVIA members to provide the vehicle as the sweepstakes prize.

GACTV.com is promoting the sweepstakes as well as featuring Go RVing interactive banner ads and information about RVing, including favorite Roadworthy Recipes. GACTV will be tweeting about the sweepstakes and running live feeds of the Go RVing Twitter posts on GACTV.com.

“The Ultimate Country Music RV Giveaway” is a key element of Go RVing’s integrated media buy on GAC. In addition to Go RVing commercials now airing on GAC music and lifestyle programming, GAC and Go RVing teamed to produce two 60-second RV travel vignettes featuring country recording artist Chuck Wicks using a Lance travel trailer. In one, Wicks enjoys a weekend getaway with friends while he takes a hunting trip with his father in the other. The vignettes will begin airing March 19 on GAC.

Go RVing will also have a branded On-The-Road-Guide to Summer Hot Spots special section in the June People Country magazine, available on newsstands nationwide. With a country music theme, the six-page custom section will promote RV travel.

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