In a year that was like no other, Go RVing found a silver lining of sorts – a Silver REGGIE Award to be exact, according to a News & Insights report by the RV Industry Association (RVIA).
In the first year of launching “Go on a Real Vacation,” the campaign has already proven to be award-winning. Acknowledging that so many couples’ weddings and honeymoons were canceled, postponed or dramatically changed due to the pandemic, Go RVing’s 2020 “Honeymoon InteRVention” (see video below) partnership with The Knot has won an Association of National Advertisers (ANA) REGGIE Award in the “Age Targeted Marketing” category.
The REGGIE Awards are the premier industry awards program recognizing the best brand activation marketing campaigns by brands and agencies. The name – REGGIE – was originally chosen because it symbolizes results by “making the cash register ring” with consumers. Over 200 judges (VP level or higher industry experts) score each entry based on the criteria including:
- Is the strategy in line with the specified insights and goals?
- What is the level of concept originality?
- How well were the materials integrated and activation executed?
- How strong were the results, and did they achieve business objectives? (Volume/Share/Profit)
- How well did the activation build the brand and align with the overall brand strategy?
Go RVing’s Vice President of Brand Marketing Karen Redfern, a member of ANA’s Master Circle, was selected as a judge for the second-round entrants in the Partnership Marketing category.
In the Age Targeted Marketing category, the Gold was awarded to Serta Simmons Bedding and their “Simmons Snoozzzapalooza” campaign on TikTok and the bronze went to e.l.f. Cosmetics “The First-ever TikTok Reality Show: Eyes. Lips.Famous.”
The awards were presented in a virtual ceremony on May 21.
Go RVing is a member of the ANA, the U.S. advertising industry’s oldest and largest trade association established to promote cooperative relationships between regional and national advertising industries, advertisers, and agencies. Recognized as the voice of the advertising industry, the ANA represents more than 800 client-side marketers who represent an estimated 20,000 brands that collectively spend $400 billion in marketing and advertising each year.