The fourth phase of the recreation vehicle (RV) industry’s Go RVing national advertising campaign starts Feb. 10 with a “What Will You Discover? Go RVing” television spot during NBC’s coverage of the opening ceremonies of the 2006 Winter Olympics in Torino, Italy.
The new ads – the first of the Go RVing Coalition’s Phase IV advertising – will air between 9:30 and 10 p.m. (EST) prior to the entrance of the U.S. Winter Olympic team. Go RVing ads will continue to run through Feb. 26 on coverage of the games by NBC and its sister stations, USA, CNBC and MSNBC.
Go RVing’s five new TV commercials, unveiled at the 2006 Outlook Breakfast that kicked off the Louisville Show in November, feature the celebrity voice of actor Tom Selleck – the same familiar voice utilized in the all-industry campaign’s last three-year segment. Those Phase III ads were retired last month.
RV industry leaders set the stage for the upcoming Phase IV segment of the campaign, which runs from 2006 through 2008, by authorizing a $66 million budget “to reach tens of millions more potential buyers,” according to an RVIA press release.
The Olympic kickoff during the Friday evening opening ceremonies will be followed by approximately 100 daytime or early evening spots to air weekends on NBC and throughout the two weeks of the games on its cable outlets. Cable coverage of the Olympics will be “unprecedented,” according to the network, with many evening events airing on daytime cable TV due to the six-hour time difference between Italy and the U.S. “This will deliver more viewers to Go RVing,” said Gary LaBella, vice president of public relations and advertising for the Recreation Vehicle Industry Association (RVIA), which administers the campaign for the Go RVing Coalition.
RVIA indicates that some of the most popular Olympic events will feature Go RVing ads, including men’s and women’s ice hockey, men’s downhill skiing, men’s and women’s cross-country skiing, figure skating, speed skating, biathlon, luge and curling.
In addition to the $2.5 million Olympics package on NBC stations, Go RVing’s $16 million media schedule for 2006 includes increased cable TV, TiVo, print and Internet advertising and a new presence in movie theaters and on in-room hotel television.
“Thanks to the strong support of the entire industry – manufacturers, dealers, suppliers, campgrounds and state associations – we had the resources to produce more creative, of a higher caliber than ever, and air it in more media,” said Go RVing Coalition Co-Chairman Don Walter, CED of Starcraft RV. “This will truly be a campaign of Olympic proportions.”
Eight new print ads – the most ever – plus 22 Internet ads and the five television commercials were shot last summer at scenic West Coast locations. From four-wheeling to fishing, tailgating to taking in natural North American wonders, RVIA maintains, the activities portrayed in the ads ranked as favorites among the campaign’s target audience: Adults ages 30 to 49 with children, and empty nesters ages 50 to 64,”
Families with children are featured in the ads, including African-American and Hispanic families who now constitute 16% and 11% of RV prospects, respectively, according to Harris Interactive.
The new ads were developed by The Richards Group, Dallas, Texas, which directed Go RVing’s “Pursue Your Passions” campaign between 2003 and 2005. Viewers who watch the Winter Olympics on the TiVo digital recording system will be able to click directly from Go RVing spots to a clip of the free video offered in the ads, and place an order through TiVo. TiVo advertising will continue through February and resume in May.
Following the Olympics launch, Go RVing TV ads will continue to air on cable TV from February to October, including an expanded presence on Speed Channel and FX’s coverage of the 2006 NASCAR season.
In March, at the same time, Go RVing’s new 60-second spot will air in nearly 1,000 movie theaters prior to G and PG-rated films. Go RVing also will reach the traveling public in approximately 400,000 rooms in Embassy Suites, Hilton, Westin, Hyatt, Marriott, and other major national chains.
The new “What Will You Discover? Go RVing” print ads are slated to run from February through December in a mix of 28 national and regional publications, including a highly targeted RV tailgating ad in the Official Souvenir Program of Super Bowl XL, Feb. 5 in Detroit.
Go RVing Internet ads will appear February through November on 27 popular websites and search engines.
“Phase IV of the Go RVing campaign is our most ambitious to date,” LaBella said. “With our new ads and our high-profile Olympic launch and media plan, we expect to improve upon 2005’s record level of consumer awareness and leads.”