Go RVing Ads Air During Daytona 500
After kicking off the 2008 advertising campaign on Super Bowl XLII two weeks ago, Go RVing is following up with another major sporting venue – this Sunday’s (Feb. 17) Daytona 500.
Go RVing’s “Red Wagon” ad is airing during the 50th running of the Daytona 500 on FOX. According to the Recreation vehicle Industry Association (RVIA), more than 12 million viewers are expected to tune in to watch the sold-out NASCAR season-opener. The Daytona 500 ad is part of Go RVing’s FOX “power buy” that launched the 2008 campaign and included the industry group’s first-ever Super Bowl buy.
The 30-second version of the popular “Imaginary Friends” commercial aired just prior to kick-off during the final half-hour of the Super Bowl XLII Pregame Show. This year’s Super Bowl was the highest-rated ever, as an estimated 97.5 million viewers tuned in to watch the New York Giants defeat the New England Patriots.
By advertising on the Super Bowl and the Daytona 500, Go RVing will enter approximately 127 million homes and boost awareness in the midst of the busy retail show season.
“The Daytona 500 buy keeps Go RVing top of mind with sports-minded families,” said Gary LaBella, RVIA vice president and chief marketing officer. “We know that NASCAR fans already love RVing. By advertising during the biggest race of the year, Go RVing will encourage even more racing fans to embrace the RV lifestyle.”
This year, Go RVing is increasing the campaign’s strong NASCAR presence with $1 million worth of buys on ESPN and the SPEED Channel, including spots on the Nextel and Nationwide (formerly Busch) series races and RV “on the road” vignettes featuring legendary NASCAR driver Kenny Wallace.
The “What Will You Discover? Go RVing” TV commercials will run 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.
Print ads are slated to run through December in a mix of 32 popular national and regional publications such as Better Homes & Gardens, Family Circle, Ebony, Outside, Conde Nast Traveler, Family Fun, National Geographic Adventure, Southern Living, Travel & Leisure, Sporting News and Woman’s Day.
With an Internet investment of over $2.2 million, Go RVing ads will appear through December on 19 popular websites and search engines including Yahoo!, Google, Weather.com, Away.com, Military.com, Hallmark.com, Kaboose, HGTV/DIY network and Yahoo! Pets.