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Go RVing Ups its Media Game Plan

Today’s media environment offers more options than ever to inspire consumers to learn about the RV experience and Go RVing is upping its game again this year to ensure that all the bases are covered. The 2016 plan calls for a full court press with traditional, digital and experiential marketing elements all part of the strategy, coupled with an increased media budget of $16.5 million. The goal is to present RV products in compelling ways across all media platforms.

New AWAY Creative Unveiled

Three new ads, including two thirty-second television spots and one sixty-second online spot, will help grow the presence and position of RVs in the marketplace. Complementing current spots with narration by Tom Selleck, the new  ads will feature a female voice with research showing that 80% of RV purchase decisions are influenced by women.

The broadcast ads, titled “Coffee for Two” and “Dogs,” are both available for purchase on the Industry Only page of in a taggable format for dealers’ use in local markets. “Coffee for Two” began airing in December 2015 and “Dogs” will start in March 2016. The sixty-second ad titled, “Compilation of Adventures,” will only be seen online.

To refresh the content and look of the existing print campaign, a new series of full-page ads will also start appearing in a popular consumer magazines beginning in late spring. The ads will feature RVs in a range of beautiful settings that tap into the innate desire of people to get out and have authentic outdoor experiences. They will be available in posters for industry members and dealers.

Going Digital

Since consumers now consume nearly 40% of media on their computers and mobile devices, digital platforms have become a critical part of the Go RVing marketing mix (jumping to 30% of the Go RVing annual media spend).

For 2016, digital/online elements will include Go RVing banner ads on top websites and search engines, native advertising with custom messaging, and video players and pre-roll (video messages that play before the content selected by a user) placed across high impact, influencer, social media, mobile, and search properties – all estimated to make over 650 million impressions.

“While families continue to be the main target audience, attracting the next generation of consumers is a top priority for the Go RVing team and our industry’s bottom line,” said James Ashurst, RVIA vice president of communications and marketing. “The Go RVing microsite launched last spring especially appeals to mobile-driven Millennials who gather information about travel and camping options via tablets and smartphones, and it will continue to play a key role in our efforts to reach this new audience of potential  RV buyers.”

Designed to complement Go, the microsite features videos that share personal stories of adventure and discovery made possible by owning an RV. It’s making an impact: web analytics show 92% of the user sessions on the microsite are first time visitors.

Seasonal Camping and Experiential Marketing

A separate online campaign will heavily promote seasonal camping. Banner ads and video content will feature personal stories of families who own park model RVs and traditional towables who spend their summers seasonal camping. This is the advertising component behind the push to introduce more consumers to the benefits of seasonal camping. In addition, there will be a new section which will tell the story through the experiences of real RVers who seasonally camp.

Experiential marketing places an exclamation mark on the list of marketing tactics for 2016. Go RVing teams with media partners to produce RV experiences at highly-attended consumer events such as fairs, festivals and football games. The one-on-one exchanges and immersive experiences inspire potential customers to learn more about the RV lifestyle and provide potential tie in opportunities with RV manufactures and dealers.

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