Go RVing 2011
Advertising Gets Underway
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(Go RVing's "Ambassadors of Affordability")
Edited by: Phil
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.
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
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’
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
“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
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