Go RVing Advertising Campaign News Releases

RV Vacation Value Is Focus of 2009 Go RVing Campaign
Ads Return in Mid-January

RESTON, Va. – In response to changes in the marketplace, Go RVing has updated its ads and website to reach today’s budget-conscious consumers with a strong message about the affordability of RV camping vacations and the value of investing in an RV now for years of travel savings.

While retaining the emotion and appeal of the “What Will You Discover” campaign, the retooled ads feature a new theme line – “Go Affordably. Go RVing.”  Headlines play up the savings families enjoy on RV camping vacations, in comparison to fly/drive/hotel trips.  Examples include:

• “Collect something other than baggage fees and hotel bills. Memories perhaps.”
• “Withdraw from civilization, not your savings account.”
• “Journey to the ends of the earth without spending your means.”
• “You don’t have to spend money like a jet-setter to enjoy the wildlife.”

The ads refer readers to GoRVing.com to get the facts from RVIA’s 2008 Vacation Cost Comparison study, demonstrating that they can take memorable RV vacations while staying within budget.

The 2008 study by PKF Consulting found that RV vacations for families ranged from 27-61% less expensive than other vacations, even factoring in ownership costs and 2008’s high fuel prices. “With fuel prices now lower, credit becoming more available and long-term value driving purchase decisions, it’s a great time to buy an RV. People who see our ads and visit our website will get this message loud and clear,” said Gary LaBella, vice president and chief marketing officer, Recreation Vehicle Industry Association (RVIA), which manages the campaign for the industry-wide Go RVing Coalition.

“We have spent the last several months freshening our ads and website with compelling content to reach today’s buyers,” said LaBella. “The 2009 media plan combines our revised print and Internet ads with the successful “What Will You Discover” TV ads to maintain consumer awareness, web traffic and leads, helping dealers and campgrounds identify customers in these tough times.

“The ad campaign has been on hiatus since August,” said LaBella. “Renewed exposure is important to build up demand, so the industry can recover more quickly as the U.S. economy improves.”

In mid-January Go RVing launches its television buy on ESPN, with spots airing on the PBA bowling tour through April, and the “Xtreme Bulls” bull riding tour through July. SPEED Channel NASCAR programming will feature Go RVing commercials from February through November.

Sports fans continue to be the target in April and June, with TV spots in 21 baseball stadiums throughout the country. Fans can text directly to Go RVing to request the free consumer video.

Go RVing will cosponsor the Memorial Day TV marathon on the National Geographic Channel, featuring back-to-back episodes of their most popular programming. Go RVing also will be the lead sponsor of National Geographic’s latest special, “America’s Wild Spaces,” premiering in late June.

Throughout the spring and summer, low cost “direct response” TV advertising will be placed on a wide variety of cable networks that reach Go RVing’s family and empty nester target audience, such as Discovery, ABC Family, CNN, Weather Channel, A & E, The History Channel and Food Network.

Go RVing returns to radio in 2009 with a 13-week exclusive sponsorship on Peter Greenberg Worldwide Radio, hosted by NBC Today’s familiar travel expert. Custom RV travel content and web links to GoRVing.com from Greenberg’s popular “Travel Detective” site will be featured.

The new “Go Affordably. Go RVing” print and Internet ads will be concentrated in the spring and summer months when vacation plans are traditionally being made, running in leading national magazines and websites targeting the family, outdoor and travel markets. “The total media investment will depend on the level of funding this year through new unit assessments of RVIA manufacturer members. Voluntary contributions to RVIA’s ‘Go the Extra Mile’ program and the dealer and campground tie-in programs sponsored by Recreation Vehicle Dealers Association (RVDA) and the National Association of RV Parks and Campgrounds (ARVC) will also bolster the campaign,” said LaBella. “We will stretch every funding dollar available to maximize our media presence in these times.”

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 and to foster customer satisfaction with the RV experience through customer research conducted by its Committee on Excellence. For more information visit GoRVing.com.