Go RVing 2011 Advertising Gets Underway

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(Go RVing's "Ambassadors of Affordability")

Edited by:  Phil Ingrassia, CAE

Go RVing is moving forward with its 2011 media campaign, including heavy exposure for RV travel on some of the leading cable TV networks and in popular magazines and websites.

Go RVing ads are scheduled to be seen on an array of television sports programming, including NASCAR programming on the SPEED channel. Time-tested performers like PBA bowling, Triple Crown horse racing programming, and bull riding, all on the ESPN family of networks, are also part of the 2011 media plan.

Go RVing courtside signage is on display at 150 NCAA basketball games airing on ABC, CBS, ESPN and ESPN2 – guaranteed an average two minutes of TV exposure per game.

A new sponsorship on MLB Network will put the Go RVing message in front of baseball fans during April’s opening week and throughout the season. Go RVing commercials will begin airing on the MLB Network through June on “MLB Tonight,” “Thursday Night Baseball,” and “Saturday Night Baseball.”

There will also be custom Go RVing features airing on Mondays, Wednesdays, and Fridays on “MLB Tonight.” This will include special screen graphics, an animated logo, and a Go RVing billboard.

Direct response cable television spots are scheduled for approximately 40 widely varied networks which have a good record of running Go RVing commercials at the best times of day. These include top past performers Discovery, Travel Channel, Outdoor Channel, The Weather Channel, TBS, TLC, USA, and HGTV.

Food Network Promotion

A special Go RVing vignette will air 12 times between April 11 and June 12 on the Food Network. The piece will showcase a family traveling in a Winnebago Impulse motorhome to a local farmer’s market and preparing a fresh, delicious dinner in the campground afterward. 

This vignette conveys the message that RV travel is a culinary adventure on wheels and the best way to enjoy fresh, local specialties affordably, with all the conveniences of home.

The cross-media promotion among the various Food Network media outlets is a cornerstone of Go RVing’s 2011 media plan. Go RVing messaging and ads will appear on Food’s television programming, in Food Network Magazine, and on FoodNetwork.com.

In addition to the RV vignette airings, 150 spots will air on network programming. A pull-and-save “What’s in Season by Region” booklet series featuring RV content will run in Food Network Magazine. And an online Go RVing “Summer Produce Guide” -- filled with recipes, an RV photo gallery and custom video -- along with web ads designed to drive more leads to GoRVing.com will appear on FoodNetwork.com.

  “Food Network is a great fit for Go RVing because it’s not just about cooking anymore,” says Go RVing Coalition co-chairman Bob Olson of Winnebago. “The popular cable network has grown its viewing audience at a record-setting pace over the past five years and has branched out into lifestyle programming with on-air hosts who consistently rank among viewers’ favorites.”

Another newcomer to the 2011 lineup is National CineMedia, producer of “First Look,” a pre-feature entertainment package. Go RVing content will include custom-produced teasers starring the Ambassadors of Affordability, a two-and-a-half minute Go RVing family RV adventure, and the 30-second ads and web address. These segments will air prior to G- and PG-rated movies in theaters nationwide next spring.

“By partnering with National CineMedia, the Go RVing message will reach target families,” says Tom Stinnett, Go RVing Coalition co-chairman. “Even when the economy is down, movies remain a staple of family entertainment, the audience we’re targeting with our message of RV affordability.”

General Interest Magazines and Internet Sites Proven to Draw Leads

National and regional magazines with a strong history of delivering consumer leads, plus a good editorial environment for the ads, are a mainstay of the 2011 plan. Ads are appearing in 28 magazines, including National Geographic Traveler, Field & Stream, O the Oprah Magazine, Parents, Latina, Better Homes & Gardens, Budget Travel, Family Circle, Good Housekeeping, and a variety of special interest publications.

The Internet is Go RVing’s most cost-efficient source of leads, especially search engines like Google, Yahoo, and Bing. The 2011 online buy on over 40 sites includes a number of new sites on Facebook.com, Hulu.com, FoodNetwork.com, RachaelRayMag.com, NPR.com, and VideoEgg.com.

In addition, Go RVing is continuing its low-cost, high-impact investment in social media in 2011, using Facebook, Twitter, and YouTube to generate millions of impressions for almost no cost.   In 2010, Go RVing’s Facebook page reached 10,000 fans--a milestone achieved by fewer than 4 percent of all Facebook pages--and the number of engaged new fans continues to rise.

To sign up for the Go RVing Dealer Program,  click here.