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Go RVing 2011 Media Plan Aims to Further Boost Industry Recovery

Anticipated growth in recreation vehicle production will enable Go RVing to invest one-third more in advertising in 2011, further boosting the momentum of the RV industry recovery. 

If the University of Michigan shipment forecasts hold, Go RVing will have an $11 million media budget, up from the $8.25 million the all-industry marketing group spent on advertising in 2010.  The campaign is predominantly funded by mandatory assessments on all new units built by RVIA member manufacturers.

Once again, integrated television, print and Internet media will be key to Go RVing’s 2011 plan.  Premium media partners have been sought, most of whom were our best performers in 2010.

In a cross-media promotion with Food Network’s family of media outlets, Go RVing messaging and ads will appear on Food’s television programming, in Food Network Magazine and on FoodNetwork.com. Go RVing will air nearly 150 spots as part of the television buy that also includes a customized 60-second vignette starring Food Network talent, showcasing a family traveling by RV.  A pull-and-save “What’s in Season by Region” booklet series in Food Network Magazine will be designed around full-page Go RVing ads and editorial content. And, an online Go RVing “Summer Produce Guide” filled with recipes, a photo gallery starring RVs, custom video, and web ads will drive more leads to GoRVing.com.

“Food Network is a great fit for Go RVing because it’s not just about cooking anymore,” said Go RVing Coalition co-chairman Bob Olson, announcing the 2011 media plan at RVIA’s Nov. 30 Outlook breakfast in Louisville, KY. “The popular cable network has grown its viewing audience at a record-setting pace over the past five years and has branched out into lifestyle programming with on-air hosts who consistently rank among viewers’ favorites.”

Another newcomer to the 2011 lineup is National CineMedia, producer of “First Look,” a pre-feature theatrical entertainment package. Go RVing content will include custom-produced teasers starring the Ambassadors of Affordability, a two-and-a-half minute Go RVing family RV adventure, the 30-second ads and web address. The Go RVing segments will air prior to G and PG movies in theaters nationwide next spring.

 “By partnering with National CineMedia the Go RVing message will reach target families,” said Tom Stinnett, Go RVing Coalition co-chairman. “Even when the economy is down, movies remain a staple for family entertainment, the audience we’re targeting with our message of RV affordability.”

Cable and Network Television Sports Programs Remain Strong Performers for Go RVing
Go RVing will also continue advertising on television sports programming, including NASCAR programming on the SPEED channel.

Time-tested performers like PBA bowling, Triple Crown horse racing programming and bull riding, all on the ESPN family of networks, are also part of the 2011 media plan.  Go RVing courtside signage will be on display at 150 NCAA basketball games to air on ABC, CBS, ESPN and ESPN2 in 2010 – guaranteed an average two minutes of TV exposure per game. 

A new sponsorship on MLB Network will put the Go RVing message in front of  America’s baseball fans during  2011 opening week  and throughout the season.

Direct response cable television spots will once again be purchased on approximately 40 widely varied networks which have a good record of running Go RVing commercials at optimum times of day.  These include top past performers Discovery, Travel Channel, Outdoor Channel, The Weather Channel, TBS, TLC, USA and HGTV.

General Interest Magazines and Internet Sites Proven to Draw Leads
National and regional magazines with a strong history of delivering consumer leads, plus a good editorial environment for the ads, are a mainstay of the 2011 plan.  Ads will appear in 28 magazines including National Geographic Traveler, Field & Stream, O the Oprah Magazine, Parents, Latina, Better Homes & Gardens, Budget Travel, Family Circle, Good Housekeeping and a variety of special interest publications.

The Internet is Go RVing’s most cost-efficient source of leads, especially search engines like Google, Yahoo and Bing.  The 2011 online buy on over 40 sites includes a number of new sites to reach new potential buyers  on Facebook.com, Hulu.com, FoodNetwork.com, RachaelRayMag.com, NPR.com, and VideoEgg.com.

In addition, Go RVing will continue its low-cost, high-impact investment in social media in 2011, using Facebook, Twitter, and YouTube to generate millions of impressions for almost no cost.  In 2010, Go RVing’s Facebook page reached a milestone 10,000 fans, achieved by fewer than 4% of all  Facebook pages, and the number of engaged new fans continues to rise.

In 2010, the Go RVing media plan delivered over 126,000 leads and 1.8 million web visits. “With an increased budget in 2011, Go RVing will stimulate even more consumer demand,” said Olson.

The Go RVing Coalition, formed in 1994, consists of RV manufacturers, component suppliers, dealers and campgrounds. Go RVing works to provide the public and media with pertinent information about the benefits of RV travel. For more information visit GoRVing.com.   

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