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Go RVing Unveils Updated Affordability Ads at Outlook 2009: We’ve Got Heart!

"Value" was the word of the day at “Outlook 2009: We’ve Got Heart!” held Dec. 2 in the Kentucky Exposition Center's South Wing Ballroom.  The Go RVing Coalition's portion of the breakfast event, titled "Heartening Words From Go RVing," focused on the campaign's efforts to maintain RV interest and identify the prospective buyers in this economy.

 

Go RVing Coalition Co-Chairmen Don Walter and Tom Stinnett took the stage with RVIA Vice President and Chief Marketing Officer Gary LaBella for a presentation outlining the national ad campaign's 2008 media buy and a 2009 media plan LaBella described as "lean and efficient -  designed to help identify the low-hanging fruit in today's market while stimulating demand for the return of better times."

 

The national ad campaign has eliminated its traditional network TV launch for 2009, and has more than doubled the amount of Internet advertising it has purchased. Go RVing ads will appear on leading search engines Google and Yahoo and a slew of other popular websites.

 

Go RVing ads will also appear in targeted magazines and on leading national cable networks including Discovery, ABC Family and HGTV. The ads will have a strong representation on the National Geographic Channel next year, including a sponsorship of National Geographic’s Memorial Day TV Marathon, featuring back to back episodes of the channel’s exciting outdoor programming. At Outlook 2009, The National Geographic Society's resident reptile expert Dr. Brady Barr helped announce a sponsorship of his popular National Geographic Channel show, “Dangerous Encounters With Brady Barr.” 

One of the most exciting ways Go RVing has decided to address the changing marketplace is with updated its print and Internet ads designed to attract budget-conscious consumers with a strong message about the affordability of RV travel.

The ads have a new theme line – “Go Affordably. Go RVing.” – and new headlines including:

            “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.”

            “Discover a few new species without disturbing the nest egg.”

            “You don’t have to spend money like a jet-setter to enjoy the wildlife.”

            “Family adventures that don’t blow your budget just might be the greatest catch of all.”

New body copy focuses on RV travel savings and the lasting value of RV ownership. The ads refer readers to GoRVing.com where they can get the facts from RVIA’s 2008 Vacation Cost Comparison study, reminding prospects 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 comparable vacation packages, even factoring in ownership costs and 2008’s high fuel prices.

The group also updated materials available to registered Go RVing tie-in program participants, who will be able to download new “Go Affordably. Go RVing.” themed materials in 2009. Developed for RV dealers, show promoters, campground owners and their agencies, the Go RVing tie-in program offers online access to local leads and tools for implementing the national campaign messages in their own marketing. Program features include an Ad Builder, Direct Mail Postcard Builder, Image Library and Leads Database, consisting of hundreds of thousands of prospective customers who’ve responded to Go RVing ads.

The Ad Builder section provides headlines, coordinating messaging, and downloadable images that allow dealers or campgrounds to create personalized ads and direct mail pieces in a variety of sizes for their own marketing use.

The updated Ad Builder section now offers four value-based headlines to choose from:

            “You shouldn’t have to spend a lot on something called free time.”

            “Spend the time of your life, not your life savings.”

            “Priced to go. Anywhere.”

            “You can after all put a price on happiness. Turns out it’s very reasonable.”

Responding to industry requests, the Go RVing tie-in program now also offers participants access to the “What Will You Discover? Go RVing” national TV ads featuring Tom Selleck’s voice. The optional TV ads package includes four 30-second spots, each with space for a five-second local tag.

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