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New Go RVing TV Spots Launch February 12 - 14

An expansive $8.25 million media plan for 2010, designed to reach prospects with a wide variety of interests and media habits, will give the “Go Affordably. Go RVing” campaign broad exposure at a pivotal time in the industry’s recovery through television, print and online media.

 

The innovative new “Ambassadors of Affordability” animated television commercials, designed to re-energize the consumer as the economy recovers, in combination with a coordinating, redesigned website, will debut the weekend of February 12-14 in conjunction with the 2010 Winter Olympics and Daytona 500 pre-race programming on SPEED.  The updated GoRVing.com website will launch February 12 as well.

 

“Higher RV shipments being forecast by Dr. Richard Curtin for the new year will allow us to invest $8.25 million in advertising as Americans are starting to feel more secure in their spending decisions,” said Gary LaBella, RVIA vice president and chief marketing officer. “This is great news for the campaign as it’s more than double than the 2009 budget, although still only half what we were able to spend in 2007.  The increased funding is allowing us to develop a far-reaching campaign that spans many market segments.”

 

The Winter Olympics buy, targeting the huge family viewing audience for this major television event, includes 105 spots during Olympics programming starting Feb. 13 on NBC, along with spots on MSNBC, CNBC, USA and live daytime coverage on Universal Sports. The first SPEED spot airs Feb. 12 on the popular “Trackside” program, along with the premiere showing of a new Go RVing travel vignette featuring NASCAR personality Rutledge Wood and his family.

 

Throughout February and March, an additional 454 spots will air during Universal Sports’ programming coverage of World Cup Alpine Skiing, the Track & Field World Championships, American Cup Gymnastics, US Freestyle Ski Cup and more.  For the first time, Go RVing will have court-side signage during 29 regular-season NCAA basketball games and 118 postseason tournament games televised on ABC, ESPN and ESPN2.  Spots on continuing coverage of NASCAR, Triple Crown horseracing, Xtreme Bulls and professional bowling return to our media line-up, joined by major league baseball advertising on FOX Sports Net.  MLB exposure continues through the season with an ad buy on regional cable telecast coverage; this is in addition to the arena media advertising Go RVing has sponsored in 26 MLB stadiums across the country for the past several years. Research shows that sports viewers are a fertile audience for Go RVing.  

 

Media Buy Reaches Broad Audiences 

Go RVing will reach other broad audiences with two important new buys as well as many returning buys.  A cross-platform media partnership with cable’s History network is an integrated blend of television, print and web exposure throughout the spring and summer. Go RVing will run TV spots during History’s popular “Modern Marvels” and the new reality series, “American Pickers,” which landed three million viewers when it premiered in January - the most-watched premiere on History since 2007.

 

Ads will also run in five issues of History magazine, along with custom content in a 32-page pull-n-save Top Ten Destinations guide.  On the Travel Channel, seen by avid travelers in some 90 million households, Go RVing spots and billboards will promote RVs as the best way to visit the national parks as part of a special National Parks Week sponsorship this spring. 

 

The rest of the $4.1 million television buy remains in cost-effective direct response ads on proven cable networks like Discovery, TBS, TNT, USA, Food Network, The Weather Channel, TLC and more. With time-strapped viewers recording programming to watch at a later time, Go RVing has also teamed up with TiVo to provide customized content from the Getting Started consumer information video.

 

The “Go Affordably. Go RVing” print ads introduced in 2009 – the inspiration for the new TV spots -- will appear in 27 major consumer magazines that have a strong history of delivering leads, plus a good editorial environment for our ads.  Emphasis was placed on reaching readers with a strong propensity to travel and a passion for spending time with family.  Top publications on the plan include Arthur Frommer’s Budget Travel, Better Homes & Gardens, Sherman’s Travel, Ladies Home Journal, Woman’s Day and Good Housekeeping.  The total print budget is $2.5 million.

 

Internet advertising – the most cost-efficient source of leads – will include banners on Google, Yahoo, National Geographic, WeatherBug, Sherman’s Travel, Dogtime.com and Weather.com, on a total budget of $1.6 million.

 

In addition, Go RVing will continue its low-cost, high-impact investment in social media in 2010, using Facebook, Twitter, and YouTube to generate millions of impressions for almost no cost.  In 2009, Go RVing’s Facebook page was viewed over 100,000 times.

 

“Over the past tough year, Go RVing successfully maximized media for the dollars available and helped the RV industry build demand in a down market,” said LaBella. “With an increased budget in 2010, Go RVing will be able to stimulate even more consumer demand.”

 

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