At the request of the Go RVing Coalition, the Recreation Vehicle Industry Association (RVIA) will encourage its member manufacturers to institute procedures to ensure that Canadian Recreation Vehicle Association (CRVA) stickers are applied to RVs sold in Canada.
Canadian industry officials told the coalition at its June 12 meeting during Committee Week at the Willard InterContinental Hotel in Washington, D.C., that Canada’s Go RVing campaign, budgeted at about $2 million this year, is losing as much as $1.1 million annually because manufacturers put RVIA stickers on RVs sold in Canada rather than CRVA’s $75 Market Expansion Program (MEP) emblem.
During its meeting the coalition rejected the notion of dealing more directly with rising fuel prices in its print and television advertising or on the Go RVing web site and tacitly decided not to follow through with the idea of asking manufacturers or dealers to place Go RVing advertising stickers on units before they are sold.
At the same time it was announced that negotiations were proceeding with Sony Pictures Home Entertainment to tie the Go RVing campaign to the release of the Robins Williams movie “RV” on DVD in mid-August.
“The movie put our industry in a very favorable light in terms of bonding and family,” said coalition Co-Chairman Don Walter, president of Starcraft RV Inc., Topeka, Ind.
Retiring CRVA Executive Vice President Don Mockford told the coalition that as many as 15,000 RVs were sold last year in Canada without the MEP seal.
“We are looking for the industry in the U.S. to understand that this is a significant issue for the Canadian Go RVing campaign,” Mockford said.
While agreeing that there is a problem, Gary LaBella, RVIA vice president of public relations and advertising, said pinpointing its size is difficult. “It is a complicated issue on many levels,” LaBella told RV Business. “We don’t want to get into a situation where we collect money and then send it to them.”
Coon said that initially he will ask U.S. RV manufactures to review their procedures. Labella reported that the new ”What Will You Discover? Go RVing!” advertising campaign launched during the Olympic Winter Games in February resulted in 92,000 consumers requesting the Go RVing CD-ROM or DVD – up 18% from 2005.