Go RVing Wraps Up “AWAY” Production in Indiana
Images of RVs inside and out were captured for the new GoRVing.com website launching in 2012 at a production shoot in the Elkhart, Ind., area from Oct. 24-27.
New virtual tours were shot, enabling site visitors to take an up-close look at the floorplan and features of typical towable and motorized RVs, according to a news release from the Recreation Vehicle Industry Association (RVIA). Photos of families and couples of diverse ages and ethnicity were also taken to showcase the amenities and multiple uses of RVs, including tailgating at sports events.
“This final production shoot for the new campaign provided the detailed online imagery to complement the emotional appeal of the new ‘AWAY’ ads,” said RVIA Vice President of Public Relations & Advertising James Ashurst. “RVs have evolved significantly in recent years, and it’s essential that the new Go RVing website showcase the array of choices now available to the consumer.” The new website will be launched concurrently with the ads early next year.
Actual consumer testimonials for GoRVing.com were also shot on location at Eby’s Pines RV Park and Campground in Bristol, with the new products in the background.
Forest River, Open Range, Jayco, Fleetwood, Airstream and Starcraft provided unbranded vehicles for the shoot in response to an RVIA member manufacturer lottery invitation.
Production of four print ads and three television commercials for the new AWAY campaign took place earlier this summer at scenic locations in the Texas Hill County, in Sisters, Ore., and in California at Yosemite, Mammoth Lakes, Crescent City and Pismo Beach.
Go RVing’s new “AWAY” campaign is the first all-new campaign produced since 2005. The new ads, 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 continued emphasis on the affordability and accessibility of the RV lifestyle for families spanning several generations.
The new television, print and Internet 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.