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.
The Go RVing Leads-Plus program is back for 2013, but with a twist, according to a press release.
This year, participating dealers will be notified via email as soon as new leads enter the system. Once notified, dealers can log into GoRVing.com and retrieve their leads. The notification system will begin in late February as the 2013 media plans kicks off.
“Go RVing is excited about its promotional campaign for 2013, and one key area that will see improvement is the Go RVing Leads-Plus Program,” said RVDA President Phil Ingrassia. “Starting with the roll-out of our campaign in February, the improved Leads-Plus program will proactively notify dealers when new leads are available for download. The changes will enhance timeliness and the speed at which dealership employees and program participants can access new leads, while affording them the choice of maintaining the default settings, or adjusting the timing of lead notifications to suit their business needs.”
In February, the Go RVing Coalition will launch major lead-gathering buys in magazines, search engines, websites, direct-response cable TV programming and through innovative media partnerships.
The Leads-Plus system identifies consumers most likely to make a purchase by using a unique combination of data compiled from a variety of sources, including consumer responses to lifestyle and demographic questions. Using the information gathered, Go RVing creates a mathematical prioritization model to process all leads generated by the national advertising campaign.
The Go RVing Leads-Plus program is just one of many marketing tools available to dealers in the industry-only section of GoRVing.com. There, participating dealers can also access photos and logos to use in marketing materials, the latest Go RVing media plan, and research reports detailing consumer attitudes toward travel and perceptions of RVs and RVing.
To sign up for the 2013 program, dealers can visit www.rvda.org, call RVDA at (703) 591-7130, or send an e-mail to email@example.com.
Go RVing will be rolling out a 2013 partnership with the Great American Country Network (GAC) and the Outdoor Channel in the early spring that will “build on the two successful promotions initiated last year with the two networks,” according to a press release.
As part of the partnership, GAC will produce two 60-second spots that will be shot in late January featuring celebrity singer/songwriter Chuck Wicks. An avid outdoorsman and hunter, the vignettes will focus on how Wicks enjoys the RV lifestyle with friends and family.
Go RVing invited member manufacturers to provide a loan vehicle, and 14 towable units were entered in a lottery. After a random drawing, the Hyper Lite SURV by Forest River Inc.’s XLR Toyhauler Group was selected as the unit to be featured in the vignettes, which will air 1,600 times between Feb. 18 and March 30.
On the Outdoor Channel, Go RVing will again be offering a national “Spring Fever Sweepstakes” designed to increase the awareness and interest in RVs. This year, Outdoor Channel will create four sweepstakes vignettes featuring network talent Pat Reeve and Nicole Jones, hosts of the popular hunting show “Driven,” as well as angler Mark Zona who hosts “Big Water Adventure.”
As in last year’ contest, a new RV will be given away as the sweepstakes grand prize. Following a separate random drawing, the Outdoor Channel will award the lucky winner a Flagstaff Classic 620 ST folding camping trailer, also from Forest River.
The Go RVing/Outdoor Channel vignettes will air on the network over 150 times throughout the April sweepstakes promotion and will also be on OutdoorChannel.com where consumers enter the sweepstakes.
This weekend is the kickoff of Go RVing Coalition’s partnerships with the NFL Network and CBS Sports to bring the Go RVing message into the livingrooms of thousands of NFL and college football fans. Recognizing that RV tailgating is integral to the football experience, both networks will focus on how tailgating enhances the gameday environment.
The NFL Network custom vignette will make its premiere showing on Sunday, Oct. 21 during Game Day Morning, 9 a.m. -1 p.m. EST. The 30-second spot opens with, “Away is the sight of your team’s colors that makes the parking lot feel like home,” while viewers watch fan tailgating footage shot earlier this season. The vignette will continue to run weekly during Game Day Morning, adjacent to Go RVing brand spots, through October. The NFL Network reaches 68 million households.
Following on its heels, the CBS Sports’ Go RVing College Football Tailgating Traditions series will air the first of six one-minute custom vignettes on Tuesday, Oct. 23, within its Inside College Football program. The tailgating series was shot at six SEC games where fans are passionate tailgaters and shows how an RV enhances the pre and post-game camaraderie. The Go RVing series will air during Inside College Football and the SEC Studio Show throughout the season.
In addition to the vignettes, the first half of live SEC football games feature Go RVing Road Trip Facts where an animated RV drives on screen to deliver three trivia facts about the college, stadium or tailgate experience for each week’s match-up. CBS Sports has created a dedicated microsite within their website to house the Road Trip Factsfrom each game as well as the custom vignettes once they air. You can log into the website at http://www.cbssportsnetwork.com/gorving. Revisit weekly to see the newest vignettes and in-show trip facts.
The Go RVing Coalition’s “AWAY” campaign has captured the attention of consumers, delivering a 45% increase in leads year-to-date and increasing awareness of the campaign across nearly every audience segment.
According to a press release, research commissioned by Go RVing and performed by Russell Research to measure the public’s interest in RVing and their overall awareness of Go RVing advertising shows significant gains since the last study in 2010. Conducted over the summer, the survey found:
• Respondents who were aware of the “AWAY” campaign were twice as likely to indicate they will purchase an RV someday (43% vs. 20% unaware) and are significantly more likely to rent an RV, both someday (45% vs. 25%) and within the next 12 months (28% vs. 10%).
• Respondents aware of the 2012 campaign (18%) were more than four times as likely as those unaware (4%) to have visited the website.
Another key measure of consumer engagement is visits to GoRVing.com, which has seen a 20% increase in page views. The revamped website is the workhorse of the campaign, and the new functionality and use of video/animation enhances the consumer experience while reinforcing the emotional draw of the “AWAY” campaign creative.
“When the site relaunched in February, having a mobile compatible version was key with over 107 million reported smartphone users in the U.S. today and an anticipated 50% of all web searches being done on a mobile device by 2014,” said James Ashurst, Recreation Vehicle Industry Association (RVIA) vice president of advertising and public relations. “That was the right move for our campaign because over 200,000 web visitors have come through the mobile site so far this year. Of that number, roughly 14,000 have used their smartphones to scan the QR codes in the ‘AWAY’ print ads.”
The digital space continues to perform well, pulling in 41% of new leads. Creating digital ads that virtually take over an advertising partner’s page, captures the attention of web surfers which drives them to GoRVing.com for information. Animated online ads coupled with Apple’s ground-breaking iAd product that created a game-like version of the “AWAY” ads, plus a digital game hub on GSN.com, allows Go RVing messaging to reach target market consumers in innovative and engaging ways.
Partnerships with popular media outlets this year also helped boost exposure among consumers. Partnering with the Great American Country Network (GAC) and Outdoor Channel in March and April for two successful national sweepstakes programs drew more than 811,000 entries and yielded 46,239 leads from entrants who willingly opted-in to receive information from Go RVing partners.
Other prominent multi-platform partnerships this spring and summer included Major League Baseball’s (MLB) Home and AWAY Tour, National Geographic Channel and Nat Geo Wild’s Untamed Americas series, and the Cooking Channel Memorial Day Marathon.
Go RVing has launched its “Go the Extra Mile” voluntary fundraising drive for 2013-2105 with new incentives for participants who wish to supplement the campaign’s new unit assessment funding.
According to a news release, in an appeal sent to industry members, Recreation Vehicle Industry Association (RVIA) President Richard Coon said, “We are wrapping up a very successful first year for Go RVing’s ‘Find Your AWAY’ campaign and already planning for 2013 and beyond. While we recognize the current business climate remains unsettled, we know you share the desire to keep Go RVing’s messaging top-of-mind with consumers.
“With growing and expanding the RV market as our key charge, we encourage you to support the 2013-2015 ‘Go the Extra Mile Program’ to expand the effort’s reach and effectiveness and to demonstrate your company’s enhanced commitment to keeping the Go RVing message strong and prominent in the crowded media space.”
“Go the Extra Mile” donors qualify for various levels of industrywide recognition based on their level of support. Some of the benefits contributors will receive include:
* A special full page ad in RV Business recognizing the campaign’s contributors and their commitment levels.
* Special Recognition for First-Time Contributors. If this is your company’s first time contributing to the Extra Mile program, you will receive special recognition at the National RV Trade Show including a listing in the Outlook 2013 program.
* Special Reserved Table for the Outlook Breakfast at the National RV Trade Show for Pacesetter and Higher Contribution Levels. If your company pledges $25,000 or more, you will receive one reserved table close to the stage for the Outlook program during the National RV Trade Show each year during the three-year campaign.
* On-line Recognition for All Contributors. All contributors will receive special recognition on the RVIA.org website.
The minimum pledge to qualify for recognition benefits is $2,000 over the three-year drive. Companies who pledge to contribute at the highest level — $100,000 or more – are designated “Go the Extra Mile Champions’ and are recognized with special publicity events. Pledge payments can be invoiced in quarterly statements over the three-year period. In order to receive recognition at the National RV Trade Show in Louisville, Nov. 27 – 29, pledge forms must be received by Oct. 5.
The “Go the Extra Mile Program’ has played in integral role in Go RVing’s success by providing additional income for the industry’s national advertising campaign. Over 16 years, it has raised more than $2.6 million for the effort.
For more information on the program, including specific benefits for the various donation levels, contact RVIA’s Margie Spence at (800) 336-0154, ext. 357 or firstname.lastname@example.org.