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Go RVing Will Unveil New Creative

New Go RVing TV ads and website content developed this year by The Richards Group under the supervision of the Go RVing Creative Work Group will debut at "Outlook 2010: Let the Sun Shine” on Tuesday, December 1, in Louisville, Ky. The creative materials are set for release in early 2010.


In a presentation titled, “Go RVing: Spreading Sunshine in ’09 and Beyond,” Go RVing Co-Chairmen Dicky Riegel and Tom Stinnett along with RVIA Vice President and Chief Marketing Officer Gary LaBella will unveil four new TV ads and detail a 2010 media plan that targets top performers while making the most of cross-platform media opportunities.


The new television spots emphasize a message of affordability and maximize the value of Go RVing’s existing creative materials by featuring them in innovative ways, combining existing images from the Go RVing print ads with shots of current model RVs, with logos removed, animated with special effects.  This economical approach to production has enabled Go RVing to introduce the new spots inexpensively and maximize the funding available for ad buys. 


A new, more interactive website experience has also been developed by The Richards Group’s online arm, Click Here, for 2010. The Creative Work Group approved new designs and content to coordinate with the various new ad concepts presented.


If 2010 shipment forecasts hold, Go RVing will have a $7.25 million media budget in 2010 – more than double what the industry group spent on advertising in 2009. Stinnett and Riegel will detail the group’s 2010 media plan, the centerpiece of which is a cross-platform buy on cable’s History network that is a blend of television, print and web exposure throughout the spring and summer.


Go RVing’s 2010 ad campaign expects to reach 100 million high income households with a buy that encompasses History’s TV programming, magazine and website.  The integrated media purchase includes coverage in three consecutive issues of History Magazine, including a 32-page pull-and-save “Best Historic Sites Travel Guide” filled with RV travel facts, figures and maps – and branded with the RV Centennial logo.


From March through August, an interactive “Top Ten History Destinations” map, game and Go RVing sweepstakes will be featured on, along with Go RVing’s online ads.


Another exciting new addition to the lineup includes a special National Parks Week sponsorship next spring on the Travel Channel, which has 90 million viewing households. Go RVing spots and billboards will help communicate that RVs are the best way to visit our nation’s national parks. 


In all, Go RVing ads will be seen in 2010 on more than 21 television networks; in 15 top-rated magazines, and on 12 popular websites, with 935 million consumer impressions generated. With the addition of value-added exposure provided at no extra cost by the media on the plan, Go RVing is expecting to reach a total of nearly one billion impressions next year.


The "Outlook 2010: Let the Sun Shine" program and breakfast are free for attendees on a first-come, first-served basis.  All National RV Trade Show attendees are welcome, and no reservations are necessary.



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