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New Go RVing Ads Start Production

Go RVing is hitting the road to begin shooting all-new ads and website photography for the upcoming “Away” campaign, scheduled to be unveiled at RVIA’s 2011 National RV Show and start running in early 2012.

Four print ads will be shot between July 31 and August 16, starting next week in the Texas Hill Country.  Families of diverse age and ethnicity will be featured along with four unbranded RVs generously provided by RVIA manufacturer members in response to a recent vehicle lottery invitation.  These include:  an Itasca Cambria Type C motorhome; a Keystone Laredo fifth wheel; a Roadtrek Adventurous Type B motorhome; and an Airstream Flying Cloud travel trailer.  The action will occur in and around the KL Ranch Camp, a campground on the scenic Guadalupe River.

From Texas, the production team will move on to the spectacular Yosemite/Mammoth Lakes area of California for a family hiking ad.  The featured RV will be an EverGreen iGo travel trailer.

The next shoot will capture images of a father-daughter outdoor bonding experience in the vicinity of Sisters, Oregon.  Fishing and canoeing will be the focus of this ad, featuring a Lance truck camper, a Monaco Vesta Type A motorhome, an EverGreen Element travel trailer and an Itasca Navion compact Type C by Winnebago.

The fourth print ad, to be shot at the Crescent City/Redwoods KOA in California, will feature a young family by the campfire as evening falls, with a Jayco folding camping trailer provided by All Seasons RV Center in Redding, Calif.  At nearby campsites, other families with a Forest River R-Pod travel trailer and Itasca Navion Type C will be settling in.

Tow vehicles for the travel trailers – a variety of SUVs and crossovers – will be provided by Go RVing Coalition member General Motors.

While shooting the print ads, Go RVing will also be capturing new stock photos for Internet ads, a revamped GoRVing.com website, and the image library in the industry-only area of the site for participating dealers and campgrounds.  RVs were requested to represent today’s market conditions and consumer preferences, including amenities such as slideouts, computer connections, flat screen TVs, satellite dishes, GPS, iPod docks, rear cameras and automatic leveling.

The new ad campaign, developed by The Richards Group in collaboration with an all-industry Creative Work Group of the Go RVing Coalition, returns to the emotion-driven, family focus of past campaigns, along with a continued emphasis on the affordability and accessibility of the RV lifestyle for families spanning several generations.

Go RVing’s “Away” ad campaign is the first all-new campaign to be produced since 2005.  In addition to the new print and Internet ads about to be shot, three television commercials will start production in September.

New digital technology will play a major role in the campaign – including the creation of a new mobile version of GoRVing.com.  With the profileration of smartphones in the market, the new print ads will feature a QR barcode to drive consumers to the mobile site for streaming videos and a dealer/campground search.

The new ads and website will be unveiled at the Outlook opening breakfast of the Louisville Show on November 29. 

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