The members of the Go RVing Coalition generally are pleased with the consumer response to its national advertising campaign promoting the RV lifestyle.
But the for the third phase of the Go RVing ad campaign, which will run from 2003 through 2005, some coalition members, particularly the dealers, want the ads to make a harder sell.
And, in an effort to strengthen its message, the coalition also agreed to modify its print ads, fulfillment materials and its website next year to include a message about the value, such as tax deductibility, of RV ownership.
The coalition unanimously approved next year’s modifications because several members believe merely introducing people to the lifestyle will not convince them to buy, particularly when the economy is soft.
To minimize the cost, the TV and full-page print ads will not be changed, but 1/3-page print ads will be amended to include the “value” message.
Separately, the coalition also voted unanimously last month to allow other ad agencies to bid against Eisner for Phase 3 of the advertising program.
The coalition plans on spending $40 million during on advertising in 2003, 2004 and 2005.