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RVIA Focuses Media Attention on Improving RV Market

With the RV market showing early signs of beginning to recover from the historic national recession, RVIA is working to promote positive news about the industry’s rebound to the media and consumers.


NBC Nightly News with Brian Williams was the latest media outlet to report on improving RV industry conditions in an Oct. 21 report from Elkhart, Ind. stating that the RV hub is climbing back from the economic brink as RV manufacturers rehire workers.  USA Today, Bloomberg, National Public Radio, and Yahoo! Finance are also among the national media outlets recently reporting on the upswing in sales of RVs. 


This coverage was spurred on by RVIA reports showing that wholesale shipments are improving with August 2009 totals increasing by nearly 32 percent over July’s performance (to 17,800 units) and by 5 percent over the August totals one year ago. This was the first year over year gain in monthly shipments in nearly two years and the August total represented a seasonally adjusted annual rate of nearly 210,000 units, the best in more than a year.


“The RV industry has long been considered a leading indicator for the national economy,” said RVIA Vice President and Chief Marketing Officer Gary LaBella.  “Any positive information we can share about our industry’s comeback plays into the larger story about brighter prospects for the national economy and helps generate good exposure for the RV market.”


In addition to promoting the brightening prospects for the RV industry, RVIA’s public relations effort is continuing to stress several priority messages about RVing that resonate with the media and consumers in an economic environment that is improving, but still uncertain.


These key messages are that RVing remains extremely popular with current RVers still hitting the road; that RVing provides tremendous value; that RVing is family friendly; that now is the time to buy an RV; and that RV travel is environmentally responsible.


“These themes have helped RVs stay relevant and in the news in a very positive way despite the gloomy economic conditions,” said LaBella. “Maintaining our strong image with the media and American public will help speed the industry recovery.”


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