Go RVing launches its Kick Off to Camping Season advertising campaign this month to ignite consumer interest and drive traffic to RV dealers nationwide. The campaign, which runs from February through mid-July, combines digital and traditional advertising with RV dealer point-of-sale materials and public relations featuring local tie-ins to amplify the message and increase consumer awareness.
This year, consumers will be introduced to the most innovative new products at the RV Reveal at RVX: The RV Experience. Under the Kick Off to Camping Season banner, the event will be livestreamed to a custom microsite on GoRVing.com, March 12, 2019 from Salt Lake City, Utah. In addition, the site will feature video content captured a RVX, images and product information for the honorees in the nine Innovation Categories and messaging about the versatility of RV vacations.
For RVX, Go RVing conducted research to create nine categories matching consumer use with the newest RVs in the marketplace. Focusing on lifestyle values rather than RV type, Go RVing approached top 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, the world’s largest network of top-rated social influencers.
NBC Auto Racing Analyst and former host of Top Gear U.S., Rutledge Wood, will host The Reveal and the Top Tech Challenge at RVX, which will be featured on a live satellite media tour. Local and national TV programs, airing in markets nationwide, will interview Wood. 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. Go RVing will provide participating RV dealers media plans to connect with 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. Go RVing is the presenting sponsor of the Outside Experience on the banks of Lake Michigan in downtown Chicago in July. This premiere 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 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.
Source: RVIA News Insights