This year’s Go RVing national ad campaign is off to a good start despite the rain delays that plagued the broadcast of NASCAR’s Daytona 500, when the first ad appeared.
The Go RVing Coalition’s new ad agency, The Richards Group of Dallas, placed the coalition’s ad about a quarter of the way through the race, which was “fortuitous” because it was seen about 15 minutes before the first rain delay, said Go RVing Coalition Chairman Tom Faludy.
The ad chosen for the debut depicted a group of outdoor enthusiasts choosing their next destination using knives, forks and spoons in a variation of the children’s game “Spin the Bottle” before heading out in their RVs.
“I didn’t know which ad they were going to broadcast, but I was hoping it was that one,” said Faludy, who also is president of supplier firm Carefree of Colorado Inc. “It shows the adventure you can have in an RV. The launch was just perfect for the target audience.”
The ads, narrated by actor Tom Selleck, urge consumers to “pursue their passions,” whether that means spending time with the family, participating in sports or enjoying the outdoors, with an RV.
The Daytona 500 was broadcast on the FOX television network on Feb. 16 and the coalition’s ads also were seen that night during ABC’s remake of “The Music Man.”
On the heels of the network kickoff, ads are scheduled to be aired for 40 weeks in association with NASCAR on FOX Sports Net, FX and the Speed Channel in order to reach racing fans, which the coalition believes are predisposed to purchasing RVs.
Television ads also will appear regularly on primetime network programs for the first time, including “Eight Simple Rules for Dating My Teenage Daughter,” “America’s Funniest Home Videos,” and “Veritas,” a new series about an adventuring father-son archaeologist team.
Beginning in March, the coalition booked a 12-week schedule on The Weather Channel, followed by 28 weeks of “direct response” advertising on two dozen cable networks.
Also in March, the coalition will launch the first Go RVing radio commercials with three 60-second spots that will rotate on ABC/ESPN, Premier, United Stations and Westwood One radio networks.
In addition, five double-truck print ads in magazines such as “Good Housekeeping,” “Better Homes and Gardens,” “Newsweek,” “Family Fun,” “Woman’s Day” and others began in February.