Go RVing 2012 Media Plan Targets Buyers with New Ads

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Edited by RVDA Staff

With an anticipated $10.4 million budget, Go RVing will maximize exposure for its new AWAY ads by shifting more dollars into national television advertising and creating new promotional partnership with leading cable networks.

A multi-faceted, cross-media promotion with the Great American Country (GAC) network includes a national sweepstakes to win an RV and VIP access to CMA’s Music Festival in Nashville. From March to May, Go RVing messaging and ads will appear on GAC’s television programming and in a custom on-the-road vignette with a country celebrity. Go RVing will also cosponsor a 6-page pull-and-save brochure in People Country and online GAC guides to 2012 summer concert tours, fairs, and festivals.

"Partnering with Great American Country is an easy fit for Go RVing because our research shows that prospective RVers have a strong affinity for country music and the two markets share many characteristics," said Go RVing Coalition co-chairman Bob Olson. "The sweepstakes element gives us the opportunity to reach a broad audience of buyer prospects with our message."

Go RVing is also creating partnerships with several media outlets that have been proven strongholds in reaching its target market consumers. The MLB Network and NFL Network are developing RV tours by reporters covering baseball spring training and football tailgating next year. The SPEED Channel and National Geographic Channel will once again air custom RV travel content. The Outdoor Channel will cosponsor a sweepstakes with RV prizing.

Cable Television Remains Strong for Go RVing

With three new TV spots launching in 2012, Go RVing will optimize its reach by continuing to advertise on cable television through direct response spots on approximately 40 widely varied networks which have a good record of running Go RVing commercials at optimum times of day. The line-up includes time-tested performers like Travel Channel, Outdoor Channel, Discovery, TBS, TLC, USA, and HGTV.

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 also a mainstay of the 2012 plan. Ads will appear in 20 magazines including newcomer Garden & Gun, Real Simple, Everyday with Rachael Ray, Reader’s Digest, Guideposts, National Geographic Traveler, Better Homes & Gardens, Family Circle, Good Housekeeping, and other special interest publications.

The Internet remains Go RVing’s most cost-efficient source of leads, especially search engines like Google, Yahoo and Bing. The 2012 online buy on over 20 sites includes a number of emerging new sites such as GACTV.com, Active.com, Eventful.com, and Zumobi.com .

In addition, Go RVing will continue its low-cost, high-impact investment in social media in 2012, using Facebook, Twitter, and YouTube to generate millions of impressions for almost no cost. In 2011, Go RVing’s Facebook page had over 65,000 fans and the number of engaged new fans continues to rise.

The Go RVing Coalition, formed in 1994, consists of RV manufacturers, component suppliers, dealers and campgrounds. Go RVing works to provide the public and media with pertinent information about the benefits of RV travel.