Wed Feb 6, 2019
Author: RV News Staff
Go RVing launches its new multi-million dollar Kick Off to Camping Season campaign this month. The campaign will run through mid-July combining digital and traditional ads with RV dealer point-of-purchase materials and public relations campaigns. Local tie-ins will amplify the message and further increase consumer awareness, but that’s not all.
To ensure that word gets out to the masses, GO RVing will be covered by major media outlets. 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 top consumer publications whose readership align with the categories and invited them to experience RVX in Salt Lake City. The publications will review the submissions in their respective category and provide editorial coverage of the show, products and the RV lifestyle in a spring/summer issue.
Publications covering the Reveal categories include: Esquire, O, The Oprah Magazine, Woman’s Day, Travel & Leisure, Wired, Backpacker, Outside, Whalebone, Popular Mechanics and Sports Illustrated.
Kick Off to Camping Season will showcase the industry’s most innovative new products. The RV Reveal at RVX: The RV Experience will be livestreamed on GoRVing.com on 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 innovation categories and messaging about the versatility of RV vacations.
“We want consumers to see RVs in new and exciting ways,” says Karen Redfern, vice president of brand marketing and communications for Go RVing. “Now more than ever, there really is an RV that’s right for everyone. 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. The campaign will also provide an opportunity to showcase to the media the innovative products coming out of our $50 billion industry.”
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.
“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,” Redfern says. “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.”
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 tour, local and national TV programs will interview Wood to air in markets nationwide.
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.