The Recreation Vehicle Industry Association (RVIA) reported in a news release that the Go RVing “Victory” spot, which features a family using their RV at their daughters’ soccer tournament, ran during a pivotal part of the game with the score 3-2 in the middle of the 8th inning.
“The biggest thing we try to do with our outreach is to increase consumer awareness,” James Ashurst, vice president of communications and marketing for RVIA, told RVBUSINESS.com. “Of course we want to drive people to our Go RVing website to provide leads for RV dealers, but the primary focus is to reach those folks that haven’t considered RVing or have thought about it, but need that push to jump into the lifestyle.”
He added, “This was a tremendous opportunity to get a spot during one of America’s most watched sporting events for both Go RVing and the industry as a whole. The Richards Group was able to secure the spot at a considerable discount. We manage our budget so we can take advantage of opportunities that may arise.”
The ad benefited from one of the most impressive pitching performances in World Series history by San Francisco Giants ace Madison Bumgarner. RVIA said that in recent years the ratings history for Game 7 has topped more than 20 million viewers.
“RVs are part of the fiber of America, so to be able to get Go RVing’s message out to millions of viewers during one of our country’s biggest sporting events is a huge win for the entire RV industry,” said Ashurst. “Our main goal is increasing consumer awareness about the fun and flexibility of today’s RVs. The drama that unfolded late in last night’s game will likely make this the most seen single advertisements in the history of the Go RVing campaign.”
In 2014, Go RVing expanded its advertising presence in the sports space, with numerous media partnerships including FS1, NFL Network, Pac-12 Network, Big-10 Network, CBS Sports Network, and ESPN College Gameday.