Go RVing’s Go On a Real Vacation campaign is continuing to resonate with consumers. Launched in 2020, it targets outdoor enthusiasts with at least one child in the household and is designed to appeal to travelers whose fly/cruise vacations have been put on hold. The campaign was popular among consumers after its initial release, and, two years later, continues to be a success.
The second quarter of 2022 saw more than 991 million impressions and 2.1 million link clicks. The full-funnel approach to the campaign is still driving results across upper, mid, and lower funnels. “Recruit” efforts are also seeing a strong performance, and non-RV owners are increasingly engaging with Go RVing’s creative content as well. “Find a Dealer” and leads also continue to be strong.
In addition, QR codes are a new addition to Go RVing’s print campaign this year, with the strongest engagement coming from partners at Meredith, Women’s Health, Runners World, and Outside. Impressions from print publications are up 51% over 2021.
Across digital channels, a mix of :06, :15, and :30 creative cuts continue to assist Go RVing in driving engagement, and Pinterest exceeded benchmarks in Q2, proving to be 12% more efficient over 2021.