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Go RVing Kicks Off 2008 Advertising Campaign With Super Bowl XLII

RESTON, Va., —For the first time in the campaign’s history, Go RVing television ads will run during coverage of three of sports’ biggest events – the Super Bowl, Daytona 500 and Summer Olympics.

The $16 million 2008 media plan launches on Feb. 3 with a FOX “power buy” that kicks off with Go RVing’s first-ever Super Bowl buy, during the final half-hour of the Super Bowl XLII Pregame Show, between 5:30 and 6:00 p.m. Eastern.

A Go RVing ad will also air during the 50th running of the Daytona 500 on FOX, Feb. 17. The spots on these two events allow Go RVing to enter approximately 127 million homes and boost awareness in the midst of the busy retail show season.

Six months later, the 2008 media plan peaks with a major buy on the Beijing Summer Olympic Games, Aug. 8-24. Go RVing has purchased a package of 133 30-second spots on NBC and cable affiliates, CNBC, MSNBC and USA.

“To stimulate demand in a tough year,” said Gary LaBella, vice president and chief marketing officer, “We have locked in buys during three of the most powerful television viewing events, anchoring a campaign designed to generate 2 billion consumer impressions.”

In 2008, Go RVing is increasing the campaign’s strong NASCAR presence with a $1 million buy on ESPN and the SPEED Channel, featuring spots on the Nextel and Nationwide (formerly Busch) series races and RV “on the road” vignettes between race locations.

A vignette featuring legendary NASCAR driver Kenny Wallace was shot on location during the 2007 National RV Trade Show in Louisville, KY.

The nation’s top professional bowlers will take to the lanes to compete in the Second Annual Go RVing Classic March 5-9, 2008, in Norwich, CT. As in 2007, Go RVing ads and lane signage will be featured during this and all Professional Bowlers Association (PBA) tour coverage on ESPN and ESPN2 in February and March. Go RVing is officially sponsoring a three-man team of bowlers who will wear Go RVing shirts and carry a ball with the Go RVing logo. “Team Go RVing” includes bowlers Riga Kalfas and Todd Book, who each travel by RV, and Joe Ciccone.

All-time PBA tour titles leader Walter Ray Williams Jr. will continue to serve as Go RVing's spokesman. Williams, who has toured in an RV for the past 16 years, recently won his record 43rd career title.

Thirty-Three Major Cable Networks

Go RVing will be prominent once again during Triple Crown Horse Racing programming on ESPN leading up to the Kentucky Derby, the Belmont and the Preakness in May.

Exciting new additions to the lineup are the PowerSports ATV ProTour on ESPN Classic and Xtreme Bulls Tour on ESPN. And, Sunday major league baseball (MLB) on TBS will feature Go RVing ads from April through June.

Go RVing TV spots also run February through October on a total of 33 major national cable networks, including the National Geographic Channel, Discovery, TV Guide Channel, Lifetime, Nickelodeon, Weather Channel, A & E, Animal Planet, Golf Channel, Hallmark Channel, TV Land and Sci-Fi. The total TV investment for 2008 is approximately 9 million.

Category: RVIA


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