RVIA Today reported that after consumer impressions hit an all-time high of 4.2 billion in 2014, GoRVing is planning an aggressive extension of the program that will include new components combined with an effective mix of traditional media, digital media and experiential marketing.
The 2015 Go RVing campaign will be highlighted by the production of a new “AWAY” campaign television commercial that will debut just before the spring and summer selling season. It will join the original “AWAY” TV spots that debuted in early 2012 and the popular “Victory” ad featuring a family-oriented tailgating theme introduced in the fall of 2013.
With the addition of the new ad, Go RVing will retire one of the original three TV spots known as “Closer.” RVIA noted that any industry members who have downloaded that ad can no longer air the spot due to royalties no longer being paid. The ad has already been removed from GoRVing.com and the “Industry Only” section of the site.
Additionally, a new music bed will be added to “Victory” to refresh the ad on March 1. Again, any industry members who have downloaded this ad for local market use must stop using the existing version and download the new spot free of charge. E-mails will be sent to those affected with instructions.
“The ‘AWAY’ campaign continues to resonate strongly with the industry’s target market with the ‘find your away’ message striking the right emotional chord with consumers,” said James Ashurst, RVIA vice president of communications and marketing. “While our ads continue to be effective, we feel the time is right to introduce a new spot that further embodies the allure of RVing while reinforcing the strength of the ‘AWAY’ campaign.”
Go RVing will also launch a new video microsite on March 1 that will be driven by high-quality video content curated from real RVers. The site will be accessible via tablets and smartphones as data shows more consumers accessing GoRVing.com via mobile devices.
In 2013, 76% of visitors came to the website through traditional desktops or laptops. Last year, the number had fallen to 56% with tablets (26%) and mobile devices (18%) constituting the remaining website traffic. It is estimated that 50 million people in the U.S. watch videos on their mobile phones and that number continues to grow.
“Our message not only has to move the consumer, it also has to move with the consumer,” said Ashurst. “The new microsite will be the ideal complement to GoRVing.com. It is going to be very content-heavy with RV adventure videos and pictures sourced from real RVers talking about why they love the RV lifestyle. We know that real experiences by real people are what moves consumers to try and buy.”
Traditional media, including highly-viewed cable networks and popular consumer magazines, will remain a core component of Go RVing’s outreach. The television component calls for Go RVing commercials and custom produced programming to appear on Boomerang, CMT, Destination America, Fox Sports 1, Fox Sports 2 and the Sportsmen Channel and their online properties.
A new element of the television buy this year is a significant investment in Video on Demand (VOD) advertising. With more and more consumers watching television programs on their own schedule through their cable television providers or on sites like Hulu, VOD advertising offers a way to continue to deliver messages to those viewers bypassing regularly scheduled programming. VOD advertising requires viewers to watch ads before accessing their desired television programming.
The broadcast plan also includes direct response advertising on a wide range of popular cable networks that have a history of running Go RVing spots at optimum times and delivering strong consumer response.
A growing element of Go RVing’s media buy is digital outlets. In the last five years, digital has jumped to 40% of Go RVing’s annual media investment. In 2015, Go RVing will spend as much on digital media as cable television.
“Digital advertising has a transcendent power that reaches every demographic category,” said Ashurst. “This advertising makes so much sense for Go RVing because it is scalable, trackable, and the return on investment trumps all other forms of paid promotion.”
Go RVing banner ads will appear on top websites and search engines. After a successful debut last year, native advertising will again be a centerpiece of the digital effort. Native ads allow Go RVing to provide a custom message to online viewers through a variety of mediums, including video, to provide a highly individualized message.
The 2015 print media buy features a collection of magazines that offer a rich editorial environment and a highly compatible demographic for the ads. Issues featuring Go RVing print ads began to appear in February and will run through September. In addition to ad space, the publications are also providing value-added components that include custom content, advertorials, contests and sweepstakes.
Experiential marketing will also play a key role in the 2015 media plan. Through these efforts Go RVing teams with media partners to produce RV experiences at highly-attended consumer events such as fairs, festivals and football games.