Go RVing has worked with social media influencers for years, but the organization took that strategy a step further this summer with the launch of its new “Creator Summit”— a first-of-its-kind event designed to immerse outdoor content creators in the RV lifestyle.
Held in June at Sun Outdoors Rocky Mountain campground in Granby, Colo., the summit brought together 10 outdoor adventure influencers with a combined audience of more than 4.1 million followers.
This event marked a shift from Go RVing’s previous Media Summits, which hosted traditional print and broadcast journalists at campgrounds to introduce them to the RV lifestyle and to build relationships with media representatives. Go RVing spokesperson Monika Geraci said the organization recognizes that consumer media viewing habits are changing, so with this new event it “wanted to try something different.”
Unlike traditional earned media coverage, the Creator Summit partnered with paid influencers who agreed in advance to create content for social media platforms they use, including Instagram, TikTok, YouTube, Facebook and Substack. Geraci said Go RVing carefully selected creators from outdoor niches such as hiking, backpacking, rock climbing, fly fishing, fire-building and backcountry adventure, most of whom had no previous experience RVing.
“We were selective on who we brought because we wanted to make sure it was worth Go RVing’s time and treasure, that we knew we were going to reach a wide audience,” she said.
Geraci said the strategy reflects Go RVing’s mission of introducing RVing to people who may not have previously considered it. At the same time, outdoor content creators and their followers are a great target audience for Go RVing to reach out to, she added.
Throughout the three-day event, creators participated in activities such as ATV riding, fly fishing, hiking and rock climbing before returning each evening to a campground setting that showcased RV comfort and community. Geraci said the goal was to demonstrate that RVs can serve as a comfortable base camp for outdoor adventures.
“They were still able to go do those things, but then they were able to show the other side of coming back and having a bed, having the campfire, having the community there,” she explained.
The location played an important role in the experience. Go RVing Senior Manager of Public Relations Mindy Smith said Granby offered close proximity to Rocky Mountain National Park, where many activities took place, while Sun Outdoors Rocky Mountain provided resort-style campground amenities, including lakes, pickleball courts, a pool and hot tubs.
“The creators were wowed by how incredible campgrounds are,” Smith said.
Manufacturers, including Keystone, Jayco, Winnebago and DMVans, supported the event by providing a variety of RVs for display and education. Creators toured a Class B motorhome, a fifth-wheel and a lightweight travel trailer while interacting with manufacturer representatives.
Geraci said the hands-on experience helped creators better understand RV ownership and lifestyle benefits. She said many participants were surprised by the amenities offered in modern RVs and by the affordability of even entry-level travel trailers.
The creators stayed in travel trailer rentals and participated in group activities ranging from campfires to a build-your-own-burger competition the first night.
Smith said discussions with content creators helped demonstrate how RV travel could fit different lifestyles, such as how bunk bed models can accommodate young families or how useful it could be for travelers with special dietary needs to have their own RV pantry and kitchen when preparing meals.
Content from the Creator Summit has already started to roll out throughout this month, with creators sharing their experiences across social media channels. Geraci said Go RVing will track the posts and engagement generated by the campaign as it measures the event’s success.
Several participants have already asked about returning next year, according to Smith. While future plans are still developing, Geraci said the long-term vision is clear.
“Ultimately, we’d love to have a premier event that people want to come to,” she said, adding she believes Go RVing is already well on its way to accomplishing that objective. “It is invite-only, and we are creating an experience for people who are experiencing RVing for the first time.”
This article was written by Brad Worrell.
