Go RVing recently received two honors based on its 2018 “Away” campaign. RVIA News & Insights reported that the project was led by the group’s longtime branding and advertising agency, The Richards Group, who partnered with GumGum Inc., an artificial intelligence company, to send the industry’s message across consumers’ digital media devices.
The team earned Go RVing recognition as the “Most Effective Travel & Tourism Campaign or Solution” at the 2018 Effective Mobile Marketing Awards.
Judges described the effort as “a well thought-out, well-executed campaign that offers undeniable proof of the effectiveness of computer vision applications.”
In the continued effort to expand the RV marketplace from Baby Boomers and older families, the project targeted users in two groups — young adults thinking about starting families in the near future and parents with young children.
“With the evolution of marketing, it’s not enough to just air a commercial on TV during the big game,” says Courtney Bias, Go RVing’s director of strategic marketing. “You have to put your brand where the eyes are, and we live in a digital world.”
Go RVing’s second honor was recognition of the campaign featured in Country Living magazine’s 2018 July/August issue. Ad Age magazine presented its 2019 A-List honorees, which acknowledged Go RVing’s special ad unit, including a high-impact cover and interior piece.
The glow-in-the-dark cover, which in daylight showed a family roasting marshmallows around a campfire and in the dark (in glow-in-the-dark ink) displayed the headline, “Away We Glow!” became a newsstand best-seller, meaning more family-oriented readers saw the strong Go RVing message.
“What says summer more than lightning bugs and a campfire with your RV?” Bias asks. “Our media partners always come to the table with fun, innovative ideas to spread the Go RVing message and Country Living sets the bar high. It’s an honor to be recognized among the best of the best in the advertising community.”