Go RVing’s “Spring Fever” sweepstakes, conducted in partnership with the Outdoor Channel, concluded recently with the presentation of a Forest River Flagstaff Classic folding camping trailer to winners Pam and Brian Hoffman at Greeneway RV Sales and Service in Wisconsin Rapids, Wisc.
According to a press release, the Hoffmans of Port Edwards, Wisc., received a thorough predelivery walk-through of their folding camping trailer from Greeneway RV’s certified technician Kurt Heinen. Forest River’s Flagstaff division donated the sweepstakes prize.
The Hoffmans won the drawing for the trailer from among 162,632 entries. The Go RVing/Outdoor Channel “Spring Fever” Sweepstakes ran throughout April and generated more than 22,678 unique entries and 2,331 opt-in leads for the Go RVing database.
Throughout the sweepstakes, Outdoor Channel leveraged the power of traditional, digital and social media to encourage consumers to enter the national sweepstakes for a chance to win daily prizes, and a shot at the grand prize. To drive participation, Outdoor Channel aired RV-themed vignettes, honing in on the network’s star power, such as Mark Zona of “ZONA’s Awesome Fishing Show” and Pat and Nicole Reeve of “Driven with Pat and Nicole.” Consumers were also encouraged to participate in the contest via social media platforms, such as Facebook, Twitter and YouTube, which directed contestants to the “Spring Fever” microsite.
“RV sweepstakes, like the ‘Spring Fever’ contest, continue to be a great vehicle to raise awareness and generate leads for Go RVing,” said James Ashurst, vice president of public relations and advertising for the Recreation Vehicle Industry Association (RVIA). “We are able to connect with a very interested audience and communicate key message about the value and fun of RV travel.”
Following a successful debut in 2012, Go RVing has again partnered with the Outdoor Channel as co-sponsor of the network’s “Spring Fever Sweepstakes.”
The month-long sweepstakes kicks off April 1, and this year’s grand prize is a Flagstaff Classic folding camping trailer which was selected in an RVIA-member lottery. Flagstaff is a division of Forest River Inc.
According to a news release, the sweepstakes is supported both on-air and online with eight custom videos, including four 30-second spots by 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.” Each will feature the hosts talking about the appeal of RVs for outdoor enthusiasts.
The Outdoor Channel will also promote the benefits of RV travel through outdoorchannel.com, targeted emails, and the network’s social media outlets, including a Go RVing co-branded trip itinerary widget. The network will award daily prizes and four national park RV vacations in conjunction with the Flagstaff grand prize.
“RVs and the outdoors go hand-in-hand, and these types of enhanced media partnerships give the Go RVing brand and messaging greater visibility and impact because the network personalities have tremendous credibility with their viewers,” said James Ashurst, RVIA vice president of public relations and advertising. “It’s also a chance for viewer’s to see how an RV might enhance the quality of their leisure time as it does for the program hosts.”
In 2012, the “Spring Fever” sweepstakes generated a total of 165,000 entries, including 23,173 opt-In leads for the Go RVing database who requested additional information from Go RVing and its industry partners.
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.
RVWholesalers, based in Lakeview, Ohio, will be featured in a segment of the next episode of “What the Stuff Outdoor Adventure” airing on the Outdoor Channel.
“What the Stuff Outdoor Adventure” showcases the hottest outdoor trends, classic equipment and “must have” gadgets and gizmos for the outdoors. The show takes viewers to trendy outdoor destinations, campgrounds, RV parks, RV dealerships and vacation spots.
RVWholesalers is the first RV dealer to be featured on the show, according to a news release. RVW attracted the show’s attention with all the benefits that each customer receives before and after the purchase of a trailer that no other RV dealers offer, the company stated. These benefits include being the only dealer in the country with a true nationwide service network, a trip itinerary coverage program and the brand new Total Customer Confidence Plan that will cover payments for up to five months for buyers who lose their jobs or are injured after purchasing.
“One of the smartest things that we’ve ever done is offering a Customer Protection Plan,” said David Durnell, RVWholesalers vice president. “Throw that in with our Nationwide Service Network, with our Unemployment Disability Coverage and our customers are completely protected. We pride ourselves in being the leader in the RV Industry offering benefits that not only helps new customers purchase a trailer but keeps our customers happy about camping. The last thing we want is a customer that has a bad experience and decides to stop camping. Many RV dealers look at selling a trailer to a customer once, we want to sell a customer a trailer then a new one in a few years when they want to upgrade to a bigger trailer.”
RVW featured the Sandpiper fifth-wheel line produced by Forest River Inc. for this show. Viewers will also see video of all the lines that RVW stocks at its dealership in Lakeview.
The next episode of “What the Stuff Outdoor” will air on Memorial Day, Monday, May 25 at 11:30 a.m. EST, with reruns airing Wednesday, May 27 at 4 a.m. EST and Saturday, May 30, at 4 a.m. EST. Viewers can check their local listings for the correct channel of the Outdoor Channel and DirecTV viewers can tune into Channel 606.
RVWholesalers sells travel trailers, fifth-wheels, toy haulers, hybrid campers, recreational park trailers and RV parts and accessories at its dealership and on its website. RVWholesalers delivers to customers across the U.S., Canada and overseas to Australia, New Zealand, Italy and England.
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.”