Go RVing and MLB Network have partnered to present on-air baseball reports this spring from a motorhome from Jayco Inc., which will travel to ballparks around the nation to cover the MLB Game of the Week.
According to a press release, a Class C Seneca 37RB was offered by Jayco in response to a Recreation Vehicle Industry Association (RVIA) member lottery invitation. The motorhome will be used as the touring studio for a series of eight to 10 two-minute interviews to be conducted inside and outside the RV from April through June. The segments will air during On-Deck Circle, MLB Network’s signature show featuring major league baseball highlights and analysis.
The “Home and Away Tour” motorhome will be wrapped with visuals from the new Go RVing “AWAY” campaign as well as logos for GoRVing.com, MLB Network and Jayco.
“The sports category has been successful for Go RVing over the years, and this expanded promotion with MLB Network provides an interactive, hands-on RV experience for consumers centered around our national pasttime,” said RVIA Vice President of Public Relations and Advertising James Ashurst.
Go RVing’s “Find your AWAY” ads have hit the marketplace, setting the stage for a reenergized effort to grow and expand the RV market with the first all-new RV industry advertising campaign since 2005.
Go RVing’s new TV spots began airing Feb. 21 on the SPEED Channel, capturing big SPEED audiences on programming surrounding the Daytona 500 and driving 75% more visitors to GoRVing.com than last year’s SPEED launch. Go RVing commercials will continue to run through November on SPEED, complemented by an original RV travel vignette featuring on-air personality Rutledge Wood.
Built upon the evocative concept, “Away,” the new ads reflect consumer research demonstrating that people buy RVs to get away with those who matter most and do what they love to do, more often and more affordably.
The emotion-driven campaign includes three 30-second TV spots featuring the return of Tom Selleck as voiceover talent. Four new print ads and four web banner ads were also produced by The Richards Group, under the guidance of the Recreation Vehicle Industry Association’s (RVIA) advertising staff and the Go RVing Coalition. Click here to see the new Go RVing “AWAY” creative.
This year, Go RVing ads and custom RV vignettes will also be seen on Great American Country Network (GAC), National Geographic Channel, National Geographic Wild, Outdoor Channel, Cooking Channel, MLB Network, NFL Network and CBS Sports. Special partnerships with these networks will add value to Go RVing’s $4.8 million television investment for 2012.
The TV plan also includes direct response advertising on approximately 40 other networks from March through September. Among these networks are Travel Channel, Discovery, TBS, TLC, USA, HGTV and ABC Family Channel, all of which have a good record of running Go RVing commercials at optimum times of day and delivering a strong leads response.
Concurrently with the rollout of the television ads, new banner ads began running on dozens of websites and search engines through Go RVing’s $2.6 million Internet buy. Consumers are able to link directly to GoRVing.com from the ads, running on leads-generating powerhouses like Google, Yahoo, Bing and Facebook through September.
The $2.7 million print buy for 2012 includes 20 magazines offering a good editorial environment and targeted audience for the ads, including: Better Homes & Gardens, Good Housekeeping, National Geographic Traveler, Family Circle, Reader’s Digest, People Country, Guideposts, Budget Travel, and more. Ads began to hit the newsstand in February and continue through October.
The “AWAY” campaign drives consumers to an entirely new www.GoRVing.com website, designed to be a comprehensive information source to guide prospective buyers through the purchase process and travel experience. On the website are 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 will be posted on the Go RVing leads database in the industry-only area of the site, ranked by likelihood to buy.
For Go RVing tie-in program participants, a new image library, taggable TV spots, stock footage for local ads, looping video and AWAY ad posters are coming in mid-March. For information on how to sign up and order new AWAY collateral, contact Margie Spence, RVIA advertising manager, email@example.com.
“The industry’s response to the new AWAY campaign when it was unveiled at RVIA’s Louisville show last December was tremendous,” said Go RVing Coalition co-chairman Bob Olson. “We are confident that consumers will also respond with enthusiasm, driving traffic to our new website and to dealers.”
Go RVing’s new “AWAY” television commercials will air for the first time next week on the SPEED Channel, during the network’s lead-up to the Daytona 500, and on Great American Country (GAC).
According to a press release, the Go RVing TV spots are scheduled to debut on Feb. 21 during SPEED’s NASCAR Race Hub, which airs between 6-7 p.m. Eastern. Throughout the week, spots will continue to air on a variety of racing programs, including NASCAR Sprint Cup Practice, Gatorade Duels, NASCAR Victory Lane and Trackside.
On Feb. 26, the day of the Daytona 500, Go RVing commercials will run on NASCAR Raceday, between 9 a.m. and noon Eastern, and during the post-Daytona 500 weekend racing schedule.
Also debuting next week is a new custom RV vignette featuring SPEED racing analyst Rutledge Wood and his family. This mini-travel feature can be seen for the first time Feb. 23 on NASCAR Raceday Duels (1 p.m. Eastern), and will continue to air through November.
Next week on Great American Country (a Scripps cable network), Go RVing ads will run a total of 65 times during lifestyle and music programs throughout the day, including GAC Wakeup Call, Xtreme Bulls, Paula’s Home Cooking and Top 50 Videos of the 2000s.
The commercials and vignettes will drive viewers to the new GoRVing.com, relaunched with improved functionality and more interactive tools to build consumer interest and leads. Visitors will be able to explore all RV types, compare typical family vacation costs, watch new videos featuring real RVers, search for dealers, manufacturers, suppliers, retail shows and campgrounds, and sign up to receive more information from Go RVing and its industry partners. Completely redesigned to mirror the new “AWAY” campaign creative, the website serves as the landing spot for all advertising and public relations initiatives.
Starting Feb. 27, the three new “Find your AWAY” TV commercials will continue to roll out along with custom Go RVing programming on MLB Network, National Geographic Channel, National Geographic Wild, Outdoor Channel and the Cooking Channel. Beginning in March, the campaign will be running on over 40 cable networks in total.
The March–October 2012 print plan includes 20 popular magazine titles across a variety of new and proven genres. Watch for upcoming ads in Better Homes & Gardens, Country Living, Family Circle, Good Housekeeping, Guideposts, Ladies Home Journal, People Country and Woman’s Day. Scannable bar codes in the ads will take smartphone users directly to a new mobile version of GoRVing.com.
New “AWAY” web banner ads begin running next week on dozens of Internet sites. Go RVing’s online presence will continue to build through September as the ads appear on search engines including Google and Bing, along with highly visited sites including Facebook.
“The industry responded very favorably to the new, emotion-driven ‘AWAY’ creative when it debuted in Louisville last December, and we’re hoping an equally strong consumer response will help boost RV awareness and demand,” said RVIA Vice President of Public Relations and Advertising James Ashurst.
The Go RVing ads will be seen by approximately 1.5 billion adults in the campaign’s core family target audience over the course of 2012.
Go RVing announced another high-profile opportunity for a Recreation Vehicle Industry Association (RVIA) manufacturer member to receive product exposure this spring through a partnership with the MLB Network.
According to a press release, MLB Network has agreed to cosponsor a “Good to Get Away Game of the Week RV Tour” with Go RVing. According to RVIA, this will be a major public relations extension of its Major League Baseball ad buy, offering product exposure in a series of special on-air reports to be shot in and around an RV at MLB Games of the Week. Companies can enter a lottery that will determine the product to be showcased.
From April through June, a motorhome will be used as a touring studio for a series of eight to 10 two-minute reports from the MLB Network Game of the Week. Interviews will be conducted both inside and outside the RV, with the RV as the backdrop. A Class A or Class C motorhome from approximately 28 to 34 feet in length has been requested by the network. The RV will be wrapped to include the manufacturer’s logo along with Go RVing branded “AWAY” campaign elements and MLB branding.
If interested in this opportunity, RVIA manufacturer members need to respond by Friday, Feb. 17. For more details, contact RVIA Vice President of Public Relations and Advertising James Ashurst at (703) 620-6003, ext. 310, or firstname.lastname@example.org.
Custom-produced RV travel and camping vignettes will be a key element of Go RVing’s all-new “AWAY” campaign launching in February.
There will be a dozen vignettes airing on popular networks throughout the year, including SPEED, Great American Country, the Cooking Channel, the Outdoor Channel, National Geographic, Nat Geo Wild, the NFL Network and CBS Sports.
• Go RVing teamed up with SPEED personality Rutledge Wood for a 60-second vignette featuring his family enjoying a beach getaway in a Vesta provided by Monaco RV LLC. It will air throughout racing season on SPEED beginning Feb. 21.
• In early February, two 60-second vignettes featuring country music artist Chuck Wicks were shot in Nashville utilizing a Lance travel trailer that will be awarded as the grand prize in “Go RVing’s Ultimate Country Music RV Giveaway” sweepstakes with Great American Country. Wicks is featured enjoying a weekend getaway with friends in one spot and on a hunting trip with his Dad in the other. The custom spots begin airing on March 19 on Great American Country to promote the sweepstakes.
• Four vignettes featuring 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,” will start airing Feb. 27 to promote the “Spring Fever” sweepstakes being sponsored by Go RVing. This promotion will award a 2012 Columbia Northwest Somerset folding camping trailer to an Outdoor Channel viewer. Outdoor Channel will also promote the advantages of RV travel to their audience through outdoorchannel.com, targeted emails and their social media outlets.
• In a continued partnership with both National Geographic Channel and Nat Geo Wild, the networks will promote the new series, “Untamed Americas,” with three 30-second vignettes that include RV targeted messaging accompanied by b-roll footage. The vignettes air Feb. 28 through May 28 on both networks.
• A first-time venture with the Cooking Channel includes a 30-second custom vignette highlighting simple, RV-friendly recipes in conjunction with “The Perfect 3,” a new show featuring recipes made from three ingredients. This will air during the program from April through June, including a Memorial Day marathon.
• To promote RV tailgating, a vignette on the dedication of NFL tailgating enthusiasts will air in the fall of 2012 on NFL Network. Meanwhile, CBS Sports will celebrate college football traditions with an in-studio feature about the unique tailgating traditions of each team’s fans during Inside College Football or SEC Studio Show. A Go RVing Football Series will feature on-screen custom RV animations and factoids during SEC football match-ups.
Cable TV cooking personalities Jon Mayer and Jim Stump, also known as “The Feasty Boys,” touted the advantages of RV tailgating in a live “FOX & Friends” report arranged by the Recreation Vehicle Industry Association (RVIA) to kick off Super Bowl weekend on Feb. 3.
Described as “the ultimate tailgating RV,” a Voltage fifth-wheel provided by Dutchmen Manufacturing Inc. was showcased in a series of teases and a two-minute tailgate cooking demonstration by the Feasty Boys.
“If you want to tailgate this is the way to go,” they said. “You got your food, your beer, your bathroom…You don’t even need to go in the stadium.”
Admiring the unit’s island kitchen, party deck, exterior big-screen TV and other amenities, FOX anchor Gretchen Carlson said, “I’m really envious.” The Feasty Boys thanked GoRVing.com for setting them up with the “awesome rig,” adding, “We’re traveling around having fun.”
The Recreation Vehicle Industry Association (RVIA) announced that Christine Morrison, senior director of marketing communications, will retire on March 31 after a 26-year career in the RV industry.
“Chris has been a mainstay for more than two decades on our marketing and communications team,” said RVIA President Richard Coon. “Never one to crave the spotlight, she has provided solid leadership and management of our industry’s consumer outreach efforts, and her contributions have positioned the industry for continued success moving forward. I know I speak on behalf of the leadership across our industry in wishing Chris the best in retirement and in thanking her for all she has done to help our industry shine. “
B.J. Thompson, president of B.J. Thompson Associates Inc. and chairman of RVIA’s Public Relations Committee, added, “In addition to being very thoughtful and intelligent, Chris is a terrific public relations professional. Her many contributions to the RVIA and Go RVing’s public relations programs have played a significant role in enhancing the image of RVs and the RV industry. I’ve loved working with her since she joined RVIA and will miss her.”
Morrison has overseen public and media relations for RVIA since October 1985 and the efforts of the all-industry Go RVing program since 1996. In managing RVIA staff and agency efforts on a daily basis, she has worked to promote RV travel to the public through print, television, radio and on-line media publicity and paid advertising. Her work has been instrumental in generating a dramatically higher profile for RV travel and camping and in expanding the young, family RV market.
Most recently, she played a key role in the development and production of Go RVing’s new “AWAY” campaign, which launches in late February. Featuring four print ads, three television commercials, four digital ads and a new website with innovative user tools, this will be Go RVing’s first all-new campaign since 2005. “AWAY” returns to the emotion-driven family focus of past campaigns along with a continued emphasis on the affordability and accessibility of the RV lifestyle.
“Chris deserves a tremendous amount of credit for RVIA’s and Go RVing’s marketing and public relations success. Over the past year, I’ve relied heavily on her as we made changes to the team’s promotional approach, as well as during the creative and production process of the new ‘AWAY’ campaign,” said RVIA Vice President of Public Relations and Advertising James Ashurst. “Her knowledge and counsel have proved invaluable, as she is a terrific asset to me, the team and the industry. I’m sad to see her leave, but happy she has the opportunity to retire to spend more time with family and friends. I join with her colleagues in wishing Chris all the best in everything she does.”
“I’ll certainly miss the challenge and fulfillment of working with RVIA’s PR and advertising team, but I’ve got a long list of personal projects and goals to keep me busy: volunteering at my son’s school, gardening, fixing up our house and making music with friends, ” said Morrison. “It’s been a privilege and a joy to have played a part in building a marketing communications program that’s so unique in the association world, thanks to this industry’s strong support. I’m very grateful for my years in the RV industry and confident that more success lies ahead for all my friends and colleagues.”
Go RVing announced the first in a series of major branding opportunities for manufacturer members in conjunction with its national television partnerships for 2012, according to a press release.
For the first time, Go RVing will cosponsor RV giveaway sweepstakes with both the Great American Country Network (GAC) and Outdoor Channel, supported by special television vignettes and other custom, branded RV content. In December, RVIA manufacturer members were invited to participate in upcoming lotteries to select the grand prize RV for each sweepstakes.
Recreation Vehicle Industry Association (RVIA) members who enter the lottery for the GAC “Ultimate Country Music RV Giveaway” have the opportunity to feature their product in two 60-second custom vignettes starring celebrity singer-songwriter Chuck Wicks. These vignettes will air 128 times total on GAC and be posted on the network’s website for a total 2.3 million impressions. The grand prize RV will also be featured in a special Go RVing section of People Country magazine promoting the sweepstakes and the RV lifestyle.
The member manufacturer chosen in the lottery for the Outdoor Channel “Spring Fever” sweepstakes will be identified in promotional tags on four 30-second Go RVing vignettes featuring Pat Reeve and Nicole Jones, co-hosts of the hunting show Driven TV, and Mark Zona, host of Zona’s Awesome Fishing Show. The custom vignettes will air 150 times in April and March and be featured on Outdoor Channel’s website.
“Developing co-promotion partnerships with brands that appeal to Go RVing’s family target audience was a top priority in our 2012 planning,” said James Ashurst, RVIA vice president of public relations and advertising. “These first-time Go RVing sweepstakes will boost consumer leads and stretch our budget significantly. Both GAC and Outdoor Channel have tremendous reach and affinity in our market, and we’re proud to be offering these excellent branding opportunities to RVIA members. ”
The deadline for members to enter one or both RV prize selection lotteries is Jan. 12. Appropriate prizes to maximize response by Go RVing’s target audience of first-time buyers with children include smaller, easy-to-drive motorhomes and towable RVs suitable for towing by typical family vehicles (conventional and expandable travel trailers, folding camping trailers and truck campers). For more information, contact James Ashurst, email@example.com or Karen Redfern, RVIA marketing communications director, firstname.lastname@example.org.
The “Away” campaign makes its debut on TV, in print magazines and online in February and includes an entirely new version of GoRVing.com. According to a report on RV Executive Today Online, the website relaunches with new technology that will give visitors a more sophisticated level of information and interaction.
RV dealers can access leads generated through Go RVing by signing up for the optional Leads-Plus program. For more information, click here.
“The goal is to make the site our workhorse, delivering relevant information and engaging content to prospects and helping them move along the purchase process,” says Stan Richards, founder of The Richards Group, which developed the “Away” campaign.
The storytelling aspect of the new ads serves an important purpose. “The audience sees people just like them, spending time with loved ones in picturesque locations,” says Richards. “These locations are off the beaten path, yet completely accessible, and viewers see the RV as the hero that allowed the families to get there.”
All of the ads, whether print or electronic, “feature a strong call to action, encouraging viewers to visit the website to find a dealer and the RV that’s right for them.”
The Recreation Vehicle Industry Association’s (RVIA) “Outlook 2012: Up & Away” program that kicked off 49th annual National RV Trade Show in Louisville, Ky., offered a diverse lineup for the early morning attendees.
The breakfast, held at the Kentucky Exposition Center (KEC), featured remarks from U.S. Secretary of the Interior Ken Salazar and appearances by SPEED Channel personality and NASCAR analyst Rutledge Wood, and country music singer/songwriter Chuck Wicks.
The event was hosted by RVIA Chairman Gregg Fore, and a presentation by Go RVing co-Chairs Bob Olson and Tom Stinnett teaming with RVIA Public Relations Committee Chairman B.J. Thompson and RVIA Vice President of Public Relations and Advertising James Ashurst to recount 2011 accomplishments in the advertising and public relations arenas and provide an overview of new approaches for 2012.
“Even during this time of economic and social upheaval, RVIA public relations has found success because our industry has many strengths,” Thompson told the audience. “We have great products that offer enriching experiences with enduring value and strong consumer appeal.”
Olson said the Go RVing campaign has been a bright spot despite the murky business atmosphere.
“The growth of the RV ownership rate in Go RVing’s target market has been impressive, especially considering the destructive force of the Great Recession,” Olson said. “To stay on track, we’ve kept on message: the RV lifestyle frees you to pursue your passions more easily, more often and more affordably with those who matter most.”
Ashurst announced a new promotional partnership between Go RVing and the Great American Country television network that taps into the strong affinity RVers have for country music.
“Starting in March, Go RVing and GAC will co-sponsor a sweepstakes to win an RV and tickets to the Country Music Association’s famed Music Festival – the ultimate country music fan experience,” Ashurst said. “This will be promoted on air and online with a custom vignette featuring a country music star’s concert tour across the U.S.”
Stinnett told the gathering about Go RVing’s Leads-Plus program that allows industry members to follow up on leads more efficiently and effectively by ranking them by likelihood to purchase.
“Dealers, manufacturers and campground representatives all helped create this program and make it user-friendly,” Stinnett said. “At a time when staff and resources are limited, it’s a big plus for our dealer-tie-in program.”
New Go RVing television and print ads were unveiled at the 49th Annual National RV Trade Show today (Nov. 29), setting the stage for a “re-energized industry effort to grow and expand the RV market,” according to a press release.
Built around one simple word, “AWAY,” Go RVing’s new campaign returns to the proven, research-based message that RV vacations allow travelers to do what they love to do with the people who matter most.
“In this campaign, ‘AWAY’ becomes much more than just a word. It’s also a place and a moment in time,” said Stan Richards, founder and creative principal of The Richards Group, in debuting the ads to industry members during RVIA’s “Outlook 2012: Up & Away” opening breakfast. “It’s intended to be different for everyone viewing the ads, depending on who they are and what they like to do. An RV can take them there.”
Launching in February, each ad captures special family moments made possible by traveling in an RV; secondarily, the ads promote the affordability of RVing. The call-to-action tagline, “Find Your AWAY. Go RVing,” invites consumers to envision themselves in their dream setting and to visit Go RVing.com to find an RV dealer and the RV that’s right for them.
The campaign includes three 30-second television spots featuring the return of Tom Selleck as the voice-over talent who made previous Go RVing television spots so memorable. Four new 1 1/3 page print ads and coordinating web banner ads were also produced.
The GoRVing.com website is being completely rebuilt utilizing new technology to be much more interactive in nature and echoes the ads’ themes. For the first time, Go RVing will have a mobile-optimized website for Smartphone users.
Each TV spot tells the story of an RV getaway, featuring ethnically diverse families, and a variety of RV types and locations.
• “Within Your Means,” depicts a trip to the beach with dad, mom, son, daughter and their dog in a folding camping trailer who meet up with another family in a Class C motorhome.
• “Closer” tells the story of a family of four enjoying canoeing, hiking and a nighttime campfire in the mountains. Their travel trailer is shown in a campground setting along with a Class B motorhome.
• The third spot, “Comforts,” is about a family’s multigenerational fly-fishing trip. The parents and two sons are traveling in a Class A motorhome, and the grandparents are in a fifth-wheel at a scenic campground, which also features a travel trailer. After the grandfather teaches the older grandson to tie flies, they enjoy fishing together and the family relaxes around the campfire as the youngest falls asleep in his grandmother’s arms.
The four print ads feature a large main photo that pulls the reader into the experience and a smaller panoramic visual focusing on product. Each ad includes the message: What’s your idea of AWAY? Wherever or whatever it is, an RV is the best way to find it on your terms, your timetable, your itinerary. And it’s more affordable than you might think. To learn more, visit Go RVing.com and see an RV dealer. Find Your AWAY. Go RVing.
The accompanying one-third column page ad showing all RV types that has always been the workhorse of the print campaign will now include a QR code, so consumers can link directly to GoRVing.com with their Smartphones.
“Magazine readers who scan the Go RVing QR code will be immediately transported to the mobile version of our website where they can find nearby RV dealers, locate a campground, watch free videos and more,” said James Ashurst, Recreation Vehicle Industry Association (RVIA) vice president, public relations and advertising. “Consumers now expect instant information and giving them access at their peak moment of interest is also the best time to invite them to supply us with personal data and become leads.”
The all-industry Go RVing Creative Work Group, that participated in campaign development since last February, approved the final ads in November. “Go RVing nailed it again with the new AWAY campaign,” said Lance Wilson, executive director of the Florida RV & Campground Association and workgroup member. BJ Thompson of BJ Thompson Associates said, “Glimpses of RVs in beautiful settings lead to full product reveals which are highly effective. It’s an emotion-filled campaign, and I love it.”
The Go RVing Coalition, formed in 1994, consists of RV manufacturers, component suppliers, dealers and campgrounds. Go RVing works to provide the public and media with pertinent information about the benefits of RV travel. For more information visit GoRVing.com.
Images of RVs inside and out were captured for the new GoRVing.com website launching in 2012 at a production shoot in Elkhart County, Ind., from Oct. 24-27.
New virtual tours were shot on location at Eby’s Pines RV Park and Campground in Bristol, with the new products in the background, enabling site visitors to take an up-close look at the floorplans and features of typical towable and motorized RVs. Photos of families and couples of diverse ages and ethnicity were also taken to showcase the amenities and multiple uses of RVs, including tailgating at sports events.
“This final production shoot for the new campaign provided the detailed online imagery to complement the emotional appeal of the new ‘AWAY’ ads,” said RVIA Vice President of Public Relations & Advertising James Ashurst. “RVs have evolved significantly in recent years, and it’s essential that the new Go RVing website showcase the array of choices now available to the consumer.”
Forest River Inc., Open Range RV Co., Jayco Inc., Fleetwood RV Inc., Airstream Inc. and Starcraft RV Inc. provided unbranded vehicles for the shoot in response to an RVIA member manufacturer lottery invitation.
The week-long stop in Elkhart wrapped up work for the new ad campaign. Production of four print ads and three television commercials took place earlier this summer at scenic locations in the Texas Hill County, in Sisters, Ore., and in California at Yosemite, Mammoth Lakes, Crescent City and Pismo Beach.
Go RVing’s new “AWAY” campaign is the first all-new campaign produced since 2005. The new ads, developed by the Richards Group in collaboration with an all-industry Creative Work Group of the Go RVing Coalition, returns to the emotion-driven, family focus of past campaigns along with continued emphasis on the affordability and accessibility of the RV lifestyle for families spanning several generations.
The new television, print and Internet ads and website will be unveiled at RVIA’s Outlook 2012 opening breakfast at the National RV Trade Show on Nov. 29 and begin running in early 2012. A new website will be launched concurrently with the ads early next year.
Images of all RV product types will be captured for the new “AWAY” ad campaign and the 2012 GoRVing.com website at a shoot in late October in the Elkhart area.
New photos for the comprehensive RV lineup seen in every Go RVing print ad will be taken, along with video for new RV virtual tours, enabling potential buyers to familiarize themselves with the layout and features of typical, unbranded RVs of each type.
“This shoot will provide the nuts-and-bolts visuals to complement the emotional family content of the ads with detailed information,” said RVIA Vice President of Public Relations and Advertising James Ashurst. “RVs have evolved significantly in recent years, and it’s essential that the improvements and enhancements now available to the consumer be showcased effectively.”
Actual consumer testimonials for the new GoRVing.com website will also be shot on location at a campground in the Elkhart area, with new product in the background. The revamped website will be launched concurrently with the “AWAY” ads early next year.
All RV manufacturers will be invited to participate in a lottery to select a full range of products with logos removed, including a Class A motorhome, Class C motorhome, Class B motorhome, conventional travel trailer, expandable travel trailer, fifth-wheel travel trailer, sport utility RV, truck camper, folding camping trailer and specialty horse trailer conversion. The shoot will be held the week of October 23-28.
Filming for Go RVing’s three new 30-second “AWAY” television commercials is taking place this week at scenic locations in California.
New, unbranded RVs representative of today’s market conditions and consumer preferences are being provided by Recreation Vehicle Industry Association (RVIA) member manufacturers in response to a vehicle lottery invitation.
A variety of RV types were selected to appear in the TV ads. These include a Lance travel trailer for a family mountain adventure in the Mammoth Lakes, Calif., area, along with a Roadtrek Adventurous Class B motorhome. A multigeneration family fishing trip in the same vicinity will feature an Itasca Reyo Type A motorhome, Forest River Wildcat Sterling Edition fifth-wheel travel trailer, Lance truck camper and Airstream Flying Cloud travel trailer in a campground setting. A family beach getaway in the Pismo Beach, Calif., area will feature families with a Jayco folding camping trailer and a Winnebago View Class C motorhome.
Go RVing’s new television, print and Internet ads and website will be unveiled at RVIA’s Outlook 2012 opening breakfast at the National RV Trade Show on Nov. 29 and begin running in early 2012.
The new ad campaign, developed by The Richards Group in collaboration with an all-industry Creative Work Group of the Go RVing Coalition, returns to the emotion-driven, family focus of past campaigns, along with a continued emphasis on the affordability and accessibility of the RV lifestyle for families spanning several generations. Go RVing’s “AWAY” ad campaign is the first all-new campaign to be produced since 2005.
The Go RVing ads are continuing to produce solid results in a faltering economy, with consumer leads through mid-August up 18% over last year at this time.
According to a press release, a total of just over 113,000 consumer leads has been generated to date since January, offering participating dealers, campground and manufacturers access to potential customers who’ve requested more information since seeing the ads. Leads are now being ranked by likelihood to buy, enabling industry users to follow up more cost-efficiently and effectively.
Manufacturer use of the leads has risen 28% since the new Leads-Plus ranking program was introduced, as more companies download leads to distribute to their dealer body. The number of dealers signing up individually for the campaign tie-in program has risen approximately 8% this year.
Of the 80,000 leads ranked since the Leads-Plus program was launched, 60% have fallen into the “likely to buy” categories: 5% highly likely, 17% likely and 38% moderately likely to buy.
Go RVing’s 2011 media buy continues through September on leading Internet sites and cable networks, continuing to generate both leads and awareness. As the 15th year of the advertising initiative comes to an end, RV ownership has grown to a record 8.9 million households with the biggest increases among buyers aged 35-54, which is Go RVing’s target.
New ads now in production to launch in 2012 continue to take aim at families with children. The new ads will be unveiled at the Outlook opening breakfast of RVIA’s Louisville Show, Nov. 29.