The Go RVing Coalition voted today (June 10) to increase the Recreation Vehicle Industry Association (RVIA) certification seal fee for travel trailers, fifth-wheels and motorhomes in order to raise $15 million to fund its national advertising campaign next year.
Beginning “as soon as is practical,” the fee for RVIA seals for travel trailers and fifth-wheels will be raised to $55 per unit and the fee for all types of motorhomes will be raised to $66 a unit.
The seal fee for folding campers and truck campers will remain at $44 per unit, the rate that was charged for all types of units during the last several years of the ad campaign.
This year, media spending for the Go RVing campaign will total around $9.5 million, but the dealers attending today’s coalition meeting Washington, D.C., believe ad spending should be increased to $15 million next year to take advantage of the positive momentum that the campaign has created.
Also, the Richards Group, the Dallas-based ad agency that the coalition hired in March to create new advertising for 2003 through 2005, also believes advertising rates will increase sharply during 2004.
Consequently, the dealers believe $15 million spent on advertising next year will go farther than spending the same amount in 2004.
The decision was made to keep the fee at $44 for folding campers and truck campers because those are the least expensive product types and, thus, would be the most sensitive to a retail price increase brought on by a higher fee.
The decision to create a three-tier fee system will force the RVIA to design at least two new seals to make the price difference obvious.