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New Go RVing Ads Air During Popular Vancouver Olympic Games

Go RVing’s 105-spot Winter Olympics buy, which targeted a huge family viewing audience, rolled out Saturday, February 13 on NBC’s live coverage of men’s ski jumping and continued through the Games’ conclusion on February 28. The Vancouver Winter Games were the second-most watched ever, with a total of 190 million Americans tuning in to coverage on the networks of NBC Universal, which include NBC, CNBC, USA, MSNBC and Universal Sports. 


“The Olympics viewing audience is a great fit for Go RVing,” said RVIA Vice President and Chief Marketing Officer Gary LaBella. “Across the country, American families watched the games together and saw Go RVing’s terrific new Ambassadors of Affordability TV ads while they cheered on their country.”


Go RVing’s winter sports ad exposure will continue through March, with an additional 454 spots airing during Universal Sports’ programming coverage of World Cup Alpine Skiing, the Track & Field World Championships, American Cup Gymnastics, US Freestyle Ski Cup and more.  Universal Sports’ coverage is being widely heralded, with USA Today reporting, “The shows shine in the quality, variety, and bracing honesty of the talk they provide.”


Go RVing’s $8.25 million media plan, 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.


New GoRVing.com Draws More Visitors, Longer Visits

In the two weeks following the launch of a brand-new, highly interactive GoRVing.com website tied in to the new “Ambassadors of Affordability” ads, more than 31,000 visitors logged on to check out the site. Page views more than doubled what they were before the launch. In addition to drawing a bigger group of users, the new GoRVing.com is also keeping visitors on the site longer, with the average time spent on the site at almost 4.5 minutes, nearly double what it was prior to the launch.


The website allows consumers to customize their online experience to their own needs, offering access to an Explore RVs tool, a Vacation Cost Comparison tool; and an Activities Selector tailored to their age and interests.  A more accessible, visible Locator tool allows users to search for RV dealers, rental sources, campgrounds, manufacturers, suppliers and shows. 


Directly from the GoRVing.com home page or at any time during their site visit, GoRVing.com visitors can sign up to watch the new consumer video offered in all Go RVing advertisements. Available for viewing on the website, the video includes a new segment featuring new fuel-efficient and eco-friendly RVs.  Consumers who order the Go RVing video become leads, available for downloading by industry participants in the Go RVing tie-in program.


New Go RVing Ads Popular on YouTube

Three of the four new “Ambassadors of Affordability” television spots are currently available for viewing by the public on YouTube.com. The animated spots have over 1,200 views so far, with the number of people logging on to check out the ads climbing every day. Those viewers who comment on the ads are very positive, with one viewer posting, “I love this commercial!” and another writing, “this made me giggle when I saw it on TV.”


The fourth spot is now being finalized to add to the lineup when direct response cable TV advertising begins on approximately 30 networks this month.



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