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The pieces are falling into place for Phase III of the Go RVing Coalition’s “Go the Extra Mile” initiative as 35 companies and associations have pledged a total of $382,200 to the all-industry market expansion campaign so far.
Led by G.E. Commercial Distribution Finance and Ganis Credit Corp., both of which have committed $50,000 over the next three-year term (2003-2005) of the national TV, radio and print ad campaign, the rest of the Top 10 early contributors include Jayco Inc. ($30,000), Affinity Group Inc. ($25,000), Stag-Parkway Inc. ($25,000), Owens Corning-Fabricating Solutions ($18,000) and four $15,000 contributors — the Florida RV Trade Association, the Pennsylvania RV & Camping Association, Starcraft RV Inc. and SunLine Coach Co.
During the program’s three-year phase that concludes at the end of this year, 67 companies gave $835,200 to help underwrite costs incurred in the campaign, which primarily is funded by assessments on seals issued by the Recreation Vehicle Industry Association (RVIA) to member-manufacturers for every new RV produced.
The RVIA will recognize voluntary donors and unveil the new ads at the Outlook 2003 breakfast on Dec. 3 during the 40th Annual National RV Trade Show in Louisville.
“Go the Extra Mile” contributors will receive recognition as leading Go RVing boosters over the next three years.
The Phase III program offers new qualification levels with additional perks and recognition opportunities. The new contributor ranges include: Qualifier, from $2,000 – $9,999; Challenger, from $10,000 to $24,999; and Pacesetter, from $25,000 to $49,999.
The Leader and Champion levels remain the same at $50,000 to $99,999 and $100,000 and over, respectively.
New benefits include discounted Go RVing leads and access to a new online “Marketing Tool Box,” a turnkey tool that offers versions of the national TV, radio and print campaigns for industrywide use.