2016 Go RVing Media Schedule

Go RVing is heading into 2016 with a diverse media plan that includes its traditional print and TV ad buys, while placing more emphasis on new digital media.

Go RVing campaign’s increasing shift to digital marketing has been underway for several years but will reach new levels this year.

“For the first time ever, digital will surpass TV as the largest portion of our total advertising spend,” says Go RVing co-chairman Bob Wheeler.  “For Go RVing, ‘going digital’ means creating RV content that moves with consumers across platforms.”

The Go RVing advertising spend will reach $16.5 million in 2016, compared to $15 million last year.

Digital provides an array of opportunities to target an audience of self-reliant individuals and families with diverse interests who pursue their passions in their free time.  There is also an emphasis on reaching Gen Xers and Millennials, the English-dominant Hispanic market, and Baby Boomers.

Go RVing is using an array of digital properties to spread the RV travel message,  including: Accuweather.com, Discovery Network, LonelyPlanet.com, WomansDay.com, Active Network, Eventful.com, NationalGeographic.com, Burst Media, Garden & Gun Tablet, OutdoorChannel.com, CMT.com, GSN.com, Scholastic.com, CoastalLiving.com, and LiveNation.com.

Event marketing
Go RVing will also expand its event-marketing push. “You can’t overstate the power of the changing media landscape,” says Go RVing co-chairman Tom Stinnett. “But equally important is getting the product in front of the consumer. Go RVing has shifted those experiential marketing efforts into high gear, and these events are drawing huge crowds.”

More than 35,000 consumers toured RVs at Go RVing events last year.  For example, more than 5,000 people toured the Go RVing/Family Fun magazine RV exhibit that was on display in August at the Iowa State Fair.  In addition to RVs on display, there was also a photo booth where attendees could take candid shots against popular travel destination backdrops and share them on social media. 
  

These event-marketing programs dovetail into Go RVing’s expanding social media network on Facebook, Twitter, and Instagram.