Production Continues on Go RVing’s New ‘Away’ Campaign
Production on Go RVing’s new “Away” national advertising campaign continues with shooting for new print ads and website photography now underway on the West Coast, according to a news release.
Shooting is now taking place in the vicinity of Sisters, Ore., for an ad detailing a father-daughter outdoor bonding experience. Fishing and canoeing will be the focus of this ad, featuring an EverGreen Element travel trailer, a Monaco Vesta Class A motorhome, a Lance truck camper and an Itasca Navion compact Class C motorhome.
Production crews were in the Yosemite/Mammoth Lakes area of California for a family hiking ad featuring an EverGreen iGo travel trailer earlier this week.
Print ad production will wrap early next week at the Crescent City/Redwoods KOA in California. This ad will feature a young family by the campfire as evening falls, with a Jayco folding camping trailer provided by All Seasons RV Center in Redding, Calif. At nearby campsites, other families with a Forest River R-Pod travel trailer and Itasca Navion Class C motorhome will be settling in.
Go RVing kicked off “Away” production with three days of shooting from Aug. 1-3 in and around the KL Ranch Camp, a campground on the scenic Guadalupe River in the Texas Hill Country. Families of diverse age and ethnicity were photographed along with an Itasca Cambria Type C motorhome, a Keystone Laredo fifth-wheel, a Roadtrek Adventurous Class B motorhome and an Airstream Flying Cloud travel trailer.
The vehicle providers are all members of the Recreation vehicle Industry Association (RVIA)
RVs being used in the production shoots were generously provided by RVIA manufacturer members in response to a recent vehicle lottery invitation. Tow vehicles for the travel trailers – a variety of SUVs and crossovers – are being provided by Go RVing Coalition member General Motors.
While shooting the print ads, Go RVing is also capturing new stock photos for Internet ads, a revamped GoRVing.com website and the image library in the industry-only area of the site for participating dealers and campgrounds.
The new ad campaign, developed by The Richards Group in collaboration with an all-industry Creative Work Group of the Go RVing Coalition, returns to the emotion-driven, family focus of past campaigns, along with a continued emphasis on the affordability and accessibility of the RV lifestyle for families spanning several generations.
Go RVing’s “Away” ad campaign is the first all-new campaign to be produced since 2005. In addition to the new print and Internet ads now being shot, three television commercials will start production in September.
The new ads and website will be unveiled at RVIA’s Outlook 2012 opening breakfast at the National RV Trade Show on Nov. 29 and begin running in early 2012.