Go RVing Launches New TV Spots and Website
Go RVing debuted its new “Ambassadors of Affordability” television commercials to huge television audiences watching Daytona 500 programming and the Winter Olympics over Presidents’ Day weekend, together with an innovative new companion website, according to a news release.
Set to the classic Western tune of “Back in the Saddle Again” and starring a memorable cast of animated animal characters, the three new spots aired 27 times between Feb. 12 and 15 on coverage of two of sports’ biggest events.
Five Go RVing spots ran Friday, Feb. 12, on SPEED’s Daytona practice runs and the network’s popular “Trackside Live” program, along with a new custom vignette featuring NASCAR analyst Rutledge Wood and his family on an RV trip.
On Saturday, Feb. 13, Go RVing’s 105-spot Vancouver Olympics buy rolled out on NBC’s live coverage of men’s ski jumping, followed by ads throughout the weekend on the network’s Universal Sports Olympic news programming. Saturday daytime audiences were up 25% from the first Saturday of the Torino games in 2006, totaling 13.1 million viewers during Go RVing’s time slot. According to NBC Universal, the Vancouver opening weekend was the best for a Winter Olympics since the 1994 games in Lillehammer, Norway.
On ESPN and ESPN2, new Go RVing commercials aired during the Professional Bowling Association’s USBC Masters tournament on Valentine’s Day – won by Go RVing team member Walter Ray Williams Jr. — and on Professional Bull Riding’s Xtreme Bulls.
Like the Go RVing print advertisements, the new television commercials urge consumers to “Go Affordably. Go RVing,” and to visit GoRVing.com and see an RV dealer. Colorful animal spokespeople including a bison, fox, bear and jackrabbit are used in both the new spots and website to capture viewer attention, boost awareness and recall. A fourth new commercial will be added to the rotation as more of the media plan launches March 1, including Go RVing’s direct response television buy on 28 leading cable networks.
Preliminary measures indicate that the new “Ambassadors of Affordability” ads and website have begun boosting Go RVing campaign response, even with only a small portion of the 2010 media running as of yet. Between Feb. 12 and 15, GoRVing.com logged over 7,000 visits, up more than a third from the previous weekend, when the old TV spots were still running. Page views on the site almost tripled. Perhaps most significantly, the average time spent on the site by a visitor rose to approximately four-and-a- half minutes, 79% more than previously. “This is no doubt due to the many exciting new features now on the website, which draw users in and keep them there,” said Gary LaBella, RVIA vice president and chief marketing officer.
New GoRVing.com Is More Interactive
When a visitor lands on GoRVing.com, they are greeted by the same animal “Ambassadors of Affordability” featured in the new TV ads. The latest interactive technologies are used to give the animals voices and personalities as they convey key information about the affordability and value of RVs.
The website utilizes new programming to allow consumers to customize their online experience to their own needs. They now have access to an Explore RVs tool, comparing the various RV types, sizes and features; a Vacation Cost comparison tool utilizing data from RVIA’s study comparing the cost of RV vacations with other family trips; and an Activities Selector tailored to their age and interests. A more accessible, visible Locator tool allows users to search for RV dealers, rental sources, campgrounds, manufacturers, suppliers and shows. All Go RVing social media – Facebook, Twitter, Flickr, and the blog – can be opened straight from the site.
Directly from the GoRVing.com home page or at any time during their site visit, GoRVing.com visitors can sign up to watch the new consumer video offered in all Go RVing advertisements. Available for viewing on the website, the video includes a new segment featuring new fuel-efficient and eco-friendly RVs, shot last summer in the Elkhart area. Consumers who order the Go RVing video become leads, available for downloading by industry participants in the Go RVing tie-in program.
Expanded Industry-Only Site Offers New Local Marketing Tools
Dealers, campgrounds and show promoters who have signed up for this program can also now access the updated industry-only area of GoRVing.com. This area houses the leads database, image library, local ad builder and an expanded marketing toolbox. New tools for 2010 include video footage from Go RVing shoots for use in local ads; free downloadable artwork of the “Ambassadors of Affordability” to create signs, banners and other promotional materials; and a continuous loop DVD of the Go RVing consumer video. Taggable versions of Go RVing’s new TV spots will be made available shortly after the national television launch this month.
To view the new “Ambassadors of Affordability” website and commercials, visit www.GoRVing.com.