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Go RVing 2011 Reponse On The Rise

Go RVing more than doubled its January and February web visits and consumer leads compared to last year, as stepped-up advertising coincided with an improving U.S. economy.

Go RVing’s first wave of television and magazine ads drove over 60,000 visits to Go RVing.com since January 1, netting 6,200 new consumer leads.  Responding to requests from industry users, these leads are now being ranked for likelihood to buy before being posted on the password-protected database for registered dealers, campgrounds, show promoters and their agencies. 

Interest in Go RVing’s new “Leads Plus” ranking system is prompting a growing number of dealers to sign up for the $225 tie-in program which includes access to advertising leads.  Thus far, 2011 participation is up 23% among U.S. dealers, compared to last year at this time.  Though participation is still recovering from the recession, registration for the program is expected to build as the economy continues to improve and the main leads-gathering wave of Go RVing media rolls out this month.

Consumer engagement with Go RVing is rising along with the campaign’s reach.   For example, since the 2011 ads launched, almost three times the number of Go RVing Facebook site visitors have clicked on the thumbs-up “like” button allowing them to share Go RVing content with their own Facebook friends. 

“This kind of personal involvement is an extremely significant measure of our impact,” said James Ashurst, RVIA vice president of public relations and advertising.  “Our Facebook fans become influencers who work with us to bring more prospects into the market. That’s the ultimate goal of Go RVing’s expanding social media outreach.”

Facebook Ad Being Tested

This month, Go RVing introduced a paid Facebook ad to increase “likes” among users aged 25 to 49 with an interest in family travel, road trips and national parks. “The ability to cost-efficiently target individuals on their own Facebook pages with personally appealing content is a promising plus,” said Ashurst.

In March, Go RVing also launches this year’s direct response TV advertising on some 40 national cable networks as well as 40 websites and the search engines Google, Yahoo and Bing.  Print advertising will continue in 30 national and regional magazines.

For more information about registering for the Go RVing industry tie-in program in time to receive spring sales leads, contact Margie Spence, RVIA's advertising manager, at mspence@rvia.org

 


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