LOUISVILLE, Ky. — A team of RV industry marketing professionals reported on how the RV industry’s advertising and public relations initiatives are elevating awareness of RV travel and camping among consumers at “Outlook 2016: More to See,” the kickoff event to the National RV Trade Show.
During a multimedia presentation, Go RVing Co-Chairs Bob Wheeler of Airstream, and Tom Stinnett of Derby City RV; along with RVIA Public Relations Committee Chairman Chad Reece of Winnebago, and RVIA Vice President of Communications and Marketing James Ashurst described how the industry’s marketing public relations efforts work together synergistically to promote RVing with key consumer audiences at the national, regional and local level.
“Today’s media environment presents businesses with a mix of opportunities and challenges,” said Ashurst. “Businesses are going to have to be more targeted and smarter than ever before to compete. For Go RVing, it’s about tapping that innate desire in people to have authentic outdoor experiences. It’s demonstrating a willingness to embrace new strategies to ensure we continue to engage customers wherever, whenever, and however they’re consuming content.”
He added that these efforts have resulted in an avalanche of positive media coverage this year on national TV programming, in major newspapers and in highly-trafficked websites and blogs before rolling a video compilation that showcased edited clips of recent national broadcast coverage, including hits on Fox News, Home & Garden TV, CNBC and Bloomberg TV.
Wheeler provided the nearly 1,000-person audience with an overview of the Go RVing campaign’s increasing shift to digital marketing. “We’ve talked about the growing power of digital platforms,” Wheeler said. “This year, for the first time ever, digital will surpass TV as the largest portion of our $15 million total advertising spend. For Go RVing, ‘going digital’ means creating RV content that moves with consumers across platforms.”
Stinnett reported on a new consumer research initiative launched by Go RVing to learn more about RV perceptions and consumers purchase motivators, as well as Go RVing’s expanded experiential marketing push.
“You can’t overstate the power of the changing media landscape,” Stinnett said. “But equally important is getting the product in front of the consumer. Last year we talked about bringing RV products to fairs, festivals and concerts. This year, Go RVing has shifted those experiential marketing efforts into high gear, and these events are drawing huge crowds.”
Reece noted that the industry’s PR program is designed to work hand-in-glove with marketing efforts to maintain a comprehensive, consistent and sustained campaign to keep RVs top of mind among consumers.
“Our PR blankets the media with stories brimming with positive messages that RVs are a fun, easy and affordable way for families to escape the pressures of everyday life and spend quality time forming lasting memories in the great outdoors.”
SOURCE: RVIA press release