Go RVing began blitzing History fans this week with multiple messages on the popular cable TV network, its magazine, website and club member eNewsletters.
The March/April issue of History magazine hit the mail this week and features custom Go RVing content in its first 32-page pull-n-save booklet, “Top 10 Must Visit U.S. Historic Sites.” The magazine and guide also have the first of eight print ads that will run throughout the year.
The “Must Visit” guide includes Go RVing-authored tips to motivate readers to visit History’s recommended destinations by RV. Readers are also urged to visit an RV show, “try before you buy” with an RV rental, and request Go RVing’s free video using a special business reply card provided.
Go RVing also supplied a targeted RV travel message about each of the 10 destinations. For example, in the story about Philadelphia, the “Foundation of Liberty,” the Go RVing message reads: “Declare your independence from the high cost of city hotels and restaurants when you vacation by RV. Campgrounds in the area cost roughly 65% less per night than the average family lodgings leaving a little more freedom in your vacation budget.”
Tying in to the pull-and-save booklet is special content on History.com including an informative, customized interactive game where visitors can accessorize the RV type of their choice and place it into one of the 10 Must See destinations of their choice. The cross-platform media buy also includes 15 eNewsletters to History subscribers and website visitors.
The new “Ambassadors of Affordability” TV spots have also begun running during History’s popular “Modern Marvels” and the new, critically acclaimed reality series, “American Pickers,” which had the most-watched series premiere on History since Ice Road Truckers launched in 2007. Go RVing introduced the hosts of American Pickers, Mike Wolfe and Frank Fritz, to the RV industry at Outlook 2010, where they discussed the natural affinity between History viewers RV travel.
“A partnership with History is especially exciting during the RV industry’s Centennial year,” said RVIA Vice President and Chief Marketing Officer Gary LaBella. “For 100 years, RVs have allowed Americans to experience — first hand — the great history and beauty of our country.”
Newell Thompson, publisher of History magazine, added, “Like RVers, our readers have such a passion for historic discovery and adventure – it is a natural partnership.”
An improvement in Go RVing’s new unit assessments in March is allowing the industry campaign to start earlier with the direct response cable TV and Internet advertising in its limited 2009 budget, according to a news release.
Instead of June, Go RVing direct response cable advertising will now begin in mid-April, providing a boost to kick off the spring RV selling season just as consumers slightly relax their grip on their wallets in response to deep discounting and lower energy prices.
The five most cost-efficient lead-generating networks in Go RVing’s media plan were selected for the April launch. These include The Weather Channel, Travel Channel, Outdoor Channel, History Channel and DIY.
Direct response TV spots cost significantly less because the networks are able to place them wherever time is available within the dayparts selected by Go RVing. More networks will be added over the course of the summer as Go RVing’s income allows. The direct response cable buy will now end in September rather than November 2009.
Internet advertising will now begin May 1 on Google and Yahoo’s search engines and Advertising.com, and end in October rather than November.
“Direct response cable and Internet advertising are effective Go RVing web traffic and lead builders, which should help dealers and campgrounds identify more prospects for this crucial summer travel season,” said Gary LaBella, RVIA vice president and chief marketing officer.
“We need to be in the marketplace with the Go RVing message now, competing for people’s discretionary dollars,” he added. “RVIA’s recent Campfire Canvass survey shows that consumer interest in buying an RV is still strong, so the time is right to motivate buyers to act through our advertising.”
“Because Go RVing new unit assessments were better than originally forecast for March, we had the cash flow to be able to start more ads this spring sooner than originally scheduled – which we believe will help the industry get back on its feet sooner.”