New Go RVing ‘AWAY’ Campaign Hits the Air
Go RVing’s “Find your AWAY” ads have hit the marketplace, setting the stage for a reenergized effort to grow and expand the RV market with the first all-new RV industry advertising campaign since 2005.
Go RVing’s new TV spots began airing Feb. 21 on the SPEED Channel, capturing big SPEED audiences on programming surrounding the Daytona 500 and driving 75 percent more visitors to GoRVing.com than last year’s SPEED launch, according to a news release. Go RVing commercials will continue to run through November on SPEED, complemented by an original RV travel vignette featuring on-air personality Rutledge Wood.
Built upon the evocative concept, “Away,” the new ads reflect consumer research demonstrating that people buy RVs to get away with those who matter most and do what they love to do, more often and more affordably.
The emotion-driven campaign includes three 30-second TV spots featuring the return of Tom Selleck as voiceover talent. Four new print ads and four web banner ads were also produced by The Richards Group, under the guidance of RVIA’s advertising staff and the Go RVing Coalition. Click here to see the new Go RVing “AWAY” creative.
This year, Go RVing ads and custom RV vignettes will also be seen on Great American Country Network (GAC), National Geographic Channel, National Geographic Wild, Outdoor Channel, Cooking Channel, MLB Network, NFL Network and CBS Sports. Special partnerships with these networks will add value to Go RVing’s $4.8 million television investment for 2012.
The TV plan also includes direct response advertising on approximately 40 other networks from March through September. Among these networks are Travel Channel, Discovery, TBS, TLC, USA, HGTV and ABC Family Channel, all of which have a good record of running Go RVing commercials at optimum times of day and delivering a strong leads response.
Concurrently with the rollout of the television ads, new banner ads began running on dozens of websites and search engines through Go RVing’s $2.6 million Internet buy. Consumers are able to link directly to GoRVing.com from the ads, running on leads-generating powerhouses like Google, Yahoo, Bing and Facebook through September.
The $2.7 million print buy for 2012 includes 20 magazines offering a good editorial environment and targeted audience for the ads: Better Homes & Gardens, Good Housekeeping, National Geographic Traveler, Family Circle, Reader’s Digest, People Country, Guideposts, Budget Travel and more. Ads began to hit the newsstand in February and continue through October.
The “AWAY” campaign drives consumers to an entirely new GoRVing.com website, designed to be a comprehensive information source to guide prospective buyers through the purchase process and travel experience. On the website are new interactive tools to help visitors explore RVs, choose the best type for them, compare typical family vacation costs, watch new videos featuring real RVers, and sign up for more information from participating Go RVing dealers, manufacturers, show promoters and campgrounds. Consumers who opt in to be contacted will be posted on the Go RVing leads database in the industry-only area of the site, ranked by likelihood to buy.
For Go RVing tie-in program participants, a new image library, taggable TV spots, stock footage for local ads, looping video and AWAY ad posters are coming in mid-March. For information on how to sign up and order new AWAY collateral, contact Margie Spence, RVIA advertising manager, firstname.lastname@example.org.
“The industry’s response to the new AWAY campaign when it was unveiled at RVIA’s Louisville show last December was tremendous,” said Bob Olson, Go RVing Coalition co-chairman. “We are confident that consumers will also respond with enthusiasm, driving traffic to our new website and to dealers.”