Go RVing 2012 Media Plan Targets Buyers
with New Ads
Here to sign up for the 2012 Go RVing Dealer Leads-Plus Progam
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
Cable Television Remains Strong for Go
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
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