February 12, 2006GoRVing has launched a new ad campaign to inform RV buyers what to expect and what is available from the RV Industry. Potential buyers will find their has informative and entertaining. Below is a copy of the press releases from GoRving and RVIA announcing the new ads and a free DVD or CD-ROM that will introduce you to the world of RV travel and camping.
1. RV Industry Launches Dynamic New "What Will You Discover? Go RVing” CampaignSource: Press Release Go Rving
RESTON, Va. The fourth phase of the recreation vehicle (RV) industry’s high-profile Go RVing national advertising campaign launches February 2006 with new television, print and online creative.
The “What Will You Discover? Go RVing” campaign evokes the varied experiences RV buyers can enjoy. Actor Tom Selleck was selected to voice the three-year campaign’s TV spots for a second time. RV industry leaders set the stage for the new campaign by authorizing an unprecedented 2006-2008 budget of $66 million to reach millions more potential buyers in Phase IV and propel the momentum of strong RV market growth generated by earlier ad campaigns.
Eight Phase IV print ads and five television commercials were shot at scenic locations on the west coast. From four-wheeling to fishing, tailgating to taking in the natural wonders of North America, the activities portrayed in the ads ranked as favorites among the campaign’s target audience: adults aged 30 to 49 with children and empty nesters aged 50 – 64.
"The evocative theme of the campaign and the activities depicted in the ads are based on favorite leisure activities of prospects identified in the latest Go RVing communications planning study conducted by Harris Interactive,” said Go RVing Co-Chairman Don Walter, president & CEO, Starcraft RV.
The new creative was developed by The Richards Group, Dallas, Tex., using some of the most respected talent in the industry. The print ads were shot by highly regarded outdoor photographer Andy Anderson, who has worked for Harley Davidson Nike, Outdoor Life and Men’s Journal, among many others.
Award-winning motion picture director Scott Hicks directed the “What Will You Discover? Go RVing” TV commercials. He was nominated for an Oscar in 1996 for his direction of the film, Shine, which was also nominated for five Golden Globes and seven other Academy Awards. Hicks also directed the critically acclaimed movies Snow Falling on Cedars and Hearts in Atlantis, as well as television ad campaigns for MasterCard, Hummer and other major companies.
The new TV and print ads were developed to target promising RV prospect audiences identified by Harris Interactive. Families with children are featured in the ads, including African-American and Hispanic families who now constitute 16 percent and 11 percent of RV prospects respectively, according to Harris.
The 2006 Go RVing media plan kicks off February 10 during NBC’s coverage of the opening ceremonies of the 2006 Winter Olympics in Torino, Italy. The ads will continue to run for two weeks during NBC, USA, CNBC and MSNBC Olympics coverage.
“I’m proud that the RV industry is going to play a part in bringing the nation such wonderful, memorable family programming,” said Go RVing Co-Chairman Tom Stinnett, president, Tom Stinnett RV Freedom Center.
Go RVing television ads will also air on cable TV from February to October. This includes an expanded presence on Speed Channel and FX’s coverage of the 2006 NASCAR season. In April, a 60-second spot will air in movie theaters nationwide showing G and PG-rated films.
Hitting the newsstands in February, the new “What Will You Discover? Go RVing” print ads are slated to run through December in a mix of 28 national and regional publications.
Go RVing Internet ads will appear February through December on 28 popular websites and search engines including AOL, Google, MSN.com, Weather.com and Yahoo!
The campaign is also building on a successful test of TiVo showcase advertising in 2005, running TiVo-embedded spots to enable viewers to preview and order a free video.
The “What Will You Discover? Go RVing” campaign once again offers dealers and their agencies, show promoters and campground owners a dynamic new tie-in program designed to empower them to successfully implement the national campaign messages on a local level and target leads generated by the new ads. Almost 500,000 leads were generated in Phase III of the campaign.
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 and to foster customer satisfaction with the RV experience through customer research conducted by its Committee on Excellence. For more information visit Go RVing.com
2. Free DVD Tells How to Get Started RVing Source: RVIA press release
RESTON, Va. — Go RVing's free "getting started" video is now available in DVD, as well as CD-ROM format, introducing newcomers to the fastest-growing mode of family travel today — RVing.
The new video highlights the convenience and affordability recreation vehicles (RVs) bring to planned vacations or impromptu weekend getaways. Five documentary-style scenarios showcase various types of RVs and some of the fun activities RVers enjoy. The video follows real RVing families, from parents exploring America's natural wonders with their kids to empty-nesters rediscovering each other.
A “Nuts and Bolts” section offers shopping pointers on choosing and using the right RV to meet your needs and reviews the features available. This section provides trip-planning tips and explains financing and renting options. Also highlighted are the diverse amenities and activities campgrounds and RV resorts offer.
The “RV 101” section briefs viewers on the various types of RVs at a glance, including typical prices.
Consumers can order the DVD or CD-ROM by visiting GoRVing.com or calling 1-888-Go RVing. Both formats offer a menu of choices that provide up to 40 minutes of information. The CD-ROM links users to a searchable online database of local and national RV dealers and campgrounds. An earlier edition of the “getting started” video is available on VHS.
The Go RVing Coalition – formed in 1994 by RV manufacturers, component suppliers, dealers and campgrounds – produced the video. Go RVing works to provide the public and media with pertinent information about the benefits of RV travel and to foster customer satisfaction with the RV experience through customer research conducted by its Committee on Excellence. For more information, visit GoRVing.com.
ORDER YOUR FREE DVD or CD-ROM ONLINE HEREPress release repost by
David L. Smith - Editor -
Lightweight RV NewsLightweight RV News provides current information on small and lightweight recreational vehicles that can be towed by most conventional vehicles.
