The Go RVing public relations team executed on a comprehensive media plan that delivered hundreds of placements across a wide array of major media outlets and platforms to drive key RV industry messages about the benefits of RV ownership and usage, and the health of the RV industry.
RVIA News & Insights reported that the Go RVing earned media campaign touched all the points where consumers get information – mainstream print, television and radio, online outlets and social influencers, as well as national, regional and local outlets.
The results: an estimated 463 million impressions with an approximate value of $5.5 million.
Earned media, which focuses on persuading news media to secure coverage and then working with them to provide information and messaging is a key component of the Go RVing media strategy because of the value of the independent third-party endorsement provided by media outlets and personalities.
The enthusiasm and excitement for RVs and the RV lifestyle in the stories helps deliver the core industry messages that RVs are a fun and popular way to spend time with loved ones, according to RVIA.
The PR team is updating the plan for 2020 and anticipates another exciting year of generating positive news coverage for RVs and the RV industry.