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.
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.”
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.
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.
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.”
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.”