In response to the changing marketplace, Go RVing has updated its print and Internet ads to attract budget-conscious consumers with a strong message about the affordability of RV travel.
The newly revised ads, as well as details of the coalition’s 2009 media buy, will be released at “Outlook 2009: We’ve Got Heart!,” which ushers in the National RV Trade Show this week in Louisville, Ky. The Outlook event is slated to begin at 6:30 a.m. Tuesday,
The ads have a new theme line – “Go Affordably. Go RVing.” – along with several new headlines. New body copy focuses on RV travel savings and the lasting value of RV ownership, according to a Recreation Vehicle Industry Association (RVIA) news release.
The ads also refer readers to GoRVing.com where they can get the facts from RVIA’s 2008 Vacation Cost Comparison study. The 2008 study by PKF Consulting found that RV vacations for families ranged from 27% to 61% less expensive than other comparable vacation packages, even factoring in ownership costs and 2008’s high fuel prices.
“We have spent the last several months retooling our ad messages for 2009 and placing them in proven media outlets that give us the biggest bang for our buck,” said Gary LaBella, RVIA’s vice president and chief marketing officer. “The new ads and $8.1 million media plan are designed to maximize consumer leads, helping dealers identify the low-hanging fruit in today’s market.”
The new ad theme will also be part of Go RVing’s tie-in program for RV dealers, show promoters, campground owners and their agencies. The Go RVing tie-in program offers online access to local leads and tools for implementing the national campaign messages in their own marketing. Program features include an ad builder, direct mail postcard builder, image library and leads database, consisting of hundreds of thousands of prospective customers who’ve responded to Go RVing ads.
Responding to industry requests, the tie-in program now also offers participants access to the “What Will You Discover? Go RVing” national TV ads featuring Tom Selleck’s voice. The optional TV ads package includes four 30-second spots, each with space for a five-second local tag.
Campgrounds interested in accessing the Industry Only section should contact Grant Barnette at the National Association of RV Parks and Campgrounds (ARVC) at (303) 681-0401.