Food Network Starts Go RVing Promos Today
The Go RVing cross-platform buy on cable’s Food Network – a blend of television, print and web exposure throughout the spring and summer – kicks off today (April 18) with the airing of a jointly-produced custom RV travel vignette. The vignette, filmed in March in the Orlando, Fla., area, will air a dozen times between mid-April and early-June.
A 60-second “mini-movie,” the vignette follows a real-life RVing family from a roadside farm market to the campground where both kids and parents pitch in to prepare a tasty and healthy dinner. Throughout the vignette, the parents talk about how traveling in their RV has helped the family bond, and because it has all the kitchen amenities of home, allows them to maintain their healthy eating habits on the road.
Go RVing will also air nearly 150 spots on the popular cable network that has grown its viewing audience at a record-setting pace over the past five years. The Food Network lifestyle and cooking shows are rated among cable’s top programs and its on-air hosts consistently rank among viewers’ favorites.
The June issue of Food Network Magazine will contain a Go RVing-branded, eight-page pull-and-save “Summer’s Essential What’s In-Season Tour” booklet. The mini-guide features a full page about the freedom, fun and flexibility of RVing, tips about season produce picking, must-see farmers markets in each region and strategies to eat and stay healthy on the road. It also includes full-page Go RVing ads.
An online “Summer Produce Guide” on Food.com will round out Go RVing’s Food Network buy. With recipes, a photo gallery starring RVs, custom video and our web ads, the website will feature RV-driven content designed to drive more leads to GoRVing.com. Throughout the summer travel season, the Go RVing interactive banner ads will also run on Food.com.
“Partnering with the Food Network is an opportunity to reach a prime audience demographic with Go RVing’s message points,” said James Ashurst, vice president of public relations and advertising for the Recreation Vehicle Industry Association (RVIA). “Exposure through this popular TV network, magazine and companion website in a dynamic, integrated package will reinforce the Go RVing brand throughout the traditional vacation planning and travel season.”
The Go RVing Coalition, formed in 1994, consists of RV manufacturers, component suppliers, dealers and campgrounds. Go RVing works to provide the public and media with pertinent information about the benefits of RV travel. For more information visit GoRVing.com.