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RESTON, Va. — Designed to ignite consumer interest and drive traffic to RV dealers nationwide as the spring/summer vacation season approaches, Go RVing is launching a new multi-million dollar Kick Off to Camping Season campaign that will run February through mid-July.
Combining digital and traditional ads with RV dealer point-of-purchase materials and public relations, the local tie-ins will amplify the message and further increase consumer awareness, the RV Industry Association (RVIA) noted.
Under the Kick Off to Camping Season banner, the industry’s newest products will be introduced to consumers when the RV Reveal at RVX: The RV Experience is livestreamed through a custom microsite on GoRVing.com March 12 from Salt Lake City.
Built to highlight the livestream video, the site will also feature video content captured at RVX, images and product information for the honorees in the nine categories and messages about the versatility of RV vacations, RVIA explained.
“We want consumers to see RVs in new and exciting ways. Now, more than ever, there really is an RV that’s right for everyone,” said Karen Redfern, vice president of brand marketing and communications for Go RVing.
“As winter draws to a close and thoughts turn to summer vacation plans, the Kick Off to Camping will ignite interest in adventure, exploration and affordable travel,” she added. “The campaign will also provide an opportunity to showcase to the media the innovative products coming out of our $50 billion industry.”
For RVX, Go RVing’s research data was used to create nine archetype categories, matching consumer use with the newest RVs in the marketplace.
Focusing on lifestyle values rather than RV type, Go RVing approached consumer publications whose readership align with the categories and invited them to experience RVX.
The selected media partners will attend RVX in Salt Lake City, review the submissions in their respective category and provide editorial coverage of the show, products and the RV lifestyle in a spring/summer issue. The publications covering the Reveal categories are:
- Esquire – City Escape
- O, The Oprah Magazine – Destination Camping
- Woman’s Day – Family Friendly
- Travel & Leisure – Luxury Living
- Wired – On the Horizon
- Backpacker and Outside – Outdoor Adventure
- Whalebone – Van Life
- Popular Mechanics – Sustainability
- Sports Illustrated – Team Tailgate
Go RVing is also partnering with The Ellen DeGeneres Show and Discovery Networks’ MotorTrend TV, which will be filming content at RVX, as well as IZEA, one of the world’s largest networks of social influencers.
“The timing of the new RVX in Salt Lake City provides a well-positioned platform to generate excitement with consumers and provide a great opportunity to collaborate with media partners,” said Redfern. “Combining paid media buys with our wide-reaching public relations efforts, the extensive outreach by the Go RVing team and agencies is unparalleled in the industry.”
Go RVing staff and its three public relations agencies have been working with media representing general/lifestyle, business and the outdoor community. Invitations to attend RVX have been extended and personal follow-up is in progress in order to bring a wide breadth of media attention to the event and lifestyle, RVIA noted.
In addition, Go RVing will produce a satellite media tour live from RVX featuring NBC Auto Racing Analyst and former host of Top Gear U.S., Rutledge Wood, who will also host The Reveal and the Top Tech Challenge at RVX.
During the March 13 satellite tour, Wood will be interviewed by local and national TV programs, which will air in markets nationwide.
An audio news release for radio stations across the country, and online distribution of an interview with Wood will expand the reach of the tour.
RVX and the industry innovation are part of the messaging, but the Kick Off to Camping Season campaign will continue into the early summer with a focus on how RVs can enhance consumers’ vacation plans, said Redfern. Go RVing will provide participating RV dealers with media plans to connect to their local audiences.
Following RVX, a number of media partners will embark on RV road trips to experience the lifestyle first-hand and will develop feature stories from those excursions.
“At Go RVing’s spring and summer experiential events, the newest RVs will be featured bringing innovation to the consumers who can see, touch and tour the displayed vehicles,” said Redfern.
Go RVing is the presenting sponsor of the Outside Experience on the banks of Lake Michigan in downtown Chicago in July. This event will allow urban and suburban families to test outdoor sporting equipment and Go RVing will own the event’s adventure vehicle area where an RV village will be assembled featuring multiple vehicles to excite consumers’ desire to explore, the release explained.
“The Kick Off to Camping Season campaign provides a great unifying message that RV dealers, manufacturers and suppliers can promote, making the message of RV travel and adventure that much more powerful,” said Redfern.
SOURCE: RV Industry Association press release