Go RVing kicks off its 2011 advertising campaign this weekend with spots airing on ESPN’s coverage of the Professional Bowlers Association (PBA) tour on Sunday (Jan. 9) featuring a special “Go RVing USA vs. The World” team event pitting six American bowlers against six international bowlers.
This is the fourth consecutive year that Go RVing has sponsored the PBA Tour, according to a news release. Go RVing ads will air on ESPN networks as well as PBA’s official website, www.pba.com, from January through mid-April. Go RVing logos and signage will also be featured prominently on-site at PBA Tour events during the same time frame and on apparel sported by “Team Go RVing” members. These include all-time top career earner Walter Ray Williams, defending U.S. Open champion Bill O’Neill and 2010 Dick Weber Open winner Michael Fagan.
PBA Tour coverage airs on ESPN early Sunday afternoons – beginning this Sunday – with encore presentations on ESPN2 and ESPN Classic re-airing during the week.
Go RVing will also be the title sponsor of the PBA Playoffs Round 1 on March 27 in Indianapolis. This is the first time ever that the PBA has instituted a playoff competition at the end of the season, creating additional buzz for the Go RVing event.
Go RVing’s 2011 integrated media plan also includes a comprehensive cross-platform buy on the Food Network; content on pre-movie programming in movie theaters; and advertising on leading national cable networks, magazines, search engines, websites and the social network Facebook.
“With an increased budget this year, Go RVing will stimulate even more consumer demand,” said James Ashurst, RVIA’s vice president of public relations and advertising. “Leads rose by roughly a third in 2010, and the various elements of our new 2011 media plan were designed to help dealers, manufacturers and campgrounds identify more qualified prospects.”
RVing is reaping the benefits of a high-profile year for the Professional Bowlers Association (PBA), as Go RVing’s ads continue to run all season on ESPN-televised tournament events.
On Feb. 14, PBA title winner Walter Ray Williams Jr. made bowling history when he won his second U.S. Bowling Congress Masters title, bringing his total number of titles won to 47, the most in PBA Tour history. The win was the eighth career major title for Williams, who rolls on the Go RVing PBA team with Mike Machuga and Mike Wolfe. The Go RVing team prominently sports the Go RVing logo on their shirts this season.
Earlier this season, the sport of bowling drew national media attention as professional bowler Kelly Kulick made history by becoming the first woman ever to win a PBA tour title. Kulick trounced Chris Barnes in the final round of the Tournament of Champions, taking home one of bowling’s most prestigious titles and raising the sport’s profile.
Capitalizing on what has been a great year for the PBA, Go RVing is sponsoring 165 30-second ad spots during PBA matches, and the Go RVing logo also appears on on-screen billboards and lane signage during many televised PBA games. Go RVing will again sponsor the Go RVing Match Play Championship in Norwich, Conn., with televised finals on March 21.
“Go RVing has always valued its partnership with the PBA, and we are very glad to be a part of this historic year for the sport of bowling,” said RVIA Vice President and Chief Marketing Officer Gary LaBella. Now in its fourth PBA sponsorship year, the exposure through the tournaments and ad buys has proven to be a strong leads generator for Go RVing.