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2009 Go RVing Campaign Successful in Spite of Tough Times

The Go RVing coalition’s 2009 advertising campaign kicked off earlier this year with the industry group dedicated to investing its $3.5 million media budget strategically to ensure that the award-winning campaign has a hand in helping the industry’s recovery.

Since January, Go RVing ads have driven roughly 250,000 visitors to GoRVing.com, and just under 7,000 dealer leads have been collected. Although web traffic is down as a result of the decline in media spending, the leads remain strong with 52 percent of Go RVing respondents who provide information on their purchase intentions saying that they are very likely to visit a show or dealership this year – compared to only 33 percent last year.

Even with a reduction in media spending, the campaign is on track to make approximately a half billion advertising impressions this year.

Go RVing negotiated several opportunities within the paid media plan to stretch its advertising budget even further.  There will be five-second billboards and/or on-site signage at no additional cost on various televised sporting events including NASCAR, XTreme Bulls and the Pro Bowlers Tour.  Arena Media Networks will also be running bonus billboard ads during the World Baseball Classic in PETCO Park in San Diego, Dolphin Stadium in Miami, and Dodger Stadium in Los Angeles from March 14 through 23.

On the print side of the campaign, most of the publishers have offered free online ads on their magazine’s website. These value-added opportunities are a way to put the Go RVing name in front of millions more consumers without spending any more money.

Go RVing continues to leverage every opportunity, including teaming with industry partners to run more than 30 complimentary ads in various RV enthusiast publications targeting current and potential RVers. 

Throughout 2009, both Go RVing full-page and small-space ads will be seen in publications put out by Kampgrounds of America, Family Motor Coach Association, and Leisure Systems in addition to Road Trip magazine.  The Affinity Group has been especially generous by offering 13 ads in six of their popular publications for boaters, motorcycle, ATV and other powersports enthusiasts, and fishing buffs.

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