As Americans emerge from the grip of stay-at-home orders and seek ways to get outdoors while practicing social distancing, there has been a surge of interest in traveling by means of an RV – many being first-timers. With that increased public interest and the launch of Go RVing’s brand-new campaign, Go on a Real Vacation, in mid-May, traffic to GoRVing.com has drastically increased 170 percent.
The increase in site traffic follows a six-week decline that began in March, as Go RVing pulled back on media during the peak of COVID-19. However, in recent weeks, as states have started to unfold phases for reopening, Americans have been clear with their intentions to get back outdoors while still abiding by social distancing recommendations. Consumers began proactively searching for information on RVing as they re-examined summer travel plans that include RV rentals, campgrounds and places to go in an RV.
The past two weeks drew more site traffic than any other week so far in 2020. Organic searches are driving 51 percent of overall traffic with users spending longer periods of time on the site – nearly 4 minutes on average searching various rental, campground, dealer and RV show options. Go RVing has also seen a substantial growth of new users, increasing 58 percent.
With states re-opening over the past few weeks, Go RVing released their first “Go on a Real Vacation” digital ads on social media outlets including Facebook, Instagram, and Twitter. Radio spots followed post-Memorial Day with distribution via terrestrial radio and national streaming platforms. Broadcast, digital video, and additional channels are continuing to be added as the campaign rolls out to create a full 360-message for its target audiences. Thus far, the new radio spots are accounting for more than 20 percent of the traffic to GoRVing.com.
With Americans’ interest in RVing on the rise, GoRVing.com continues to be an extremely valued resource for a new generation of outdoor recreation enthusiasts looking to experience the outdoors in a whole new way.
