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The Go RVing campaign’s advertising agency is recommending that the broadcast of the Daytona 500 auto race next February be used as the high-profile kickoff for the national advertising program in 2003.
The Richards Group of Dallas, which the Go RVing Coalition hired last March to handle the campaign for 2003 through 2005, also plans to use national radio advertising next spring to “drive more buyer traffic to dealers as the high travel season approaches.”
To pay for next year’s more aggressive ad campaign, the coalition voted unanimously earlier this month to increase the ad spending budget to $15 million next year, compared with $9.5 million this year.
The bigger budget also was approved last week by the boards of the Recreation Vehicle Industry Association (RVIA) and the Recreation Vehicle Dealers Association (RVDA).
“The goal of the 2003-2005 media plan is to reach approximately half of Go RVing’s target audience of families with children an average of four times,” said Gary LaBella, the RVIA vice president of public relations and advertising. “For every dollar spent beyond our current media investment of $9.5 million, we will be gaining about a dozen additional prospects for a total of about two billion impressions among adults aged 30 to 64. That is the power of network television.”
After the Daytona 500 launch, Richards also is recommending “network TV advertising continuing into spring on prime-time family programs.”
Additionally, the ad agency recommends a “heavy schedule of ongoing awareness-generating national cable television advertising to continuously steer consumers to the Go RVing toll-free number and website and supply dealer leads for local follow-up.”
Twenty-four national magazines also were identified by Richards as strong candidates for print advertising next year and the ad agency recommends “dramatically expanded Internet sponsorships and direct response e-mail” to generate qualified leads for dealers.
“The addition of the high profile kickoff and prime time network presence, as well as the improved Internet presence will be of great benefit,” said Wilbur Bontrager, chairman and CEO of Jayco Inc., Middlebury, Ind.
“If we want the Richards Group to excel in their new challenge, they’ll have to be given the resources,” said Paul D. Van Belle, president of Kool-o-Matic Corp., Niles, Mich. “The return will pay off year after year. Now is not the time to back off the throttle.”