The Go RVing Coalition has reached an agreement on a yearlong partnership with Learfield Sports to feature Go RVing branding at an array of events, including college basketball radio and television coverage, the NCAA’s “Suits and Sneakers” program, a country music national campus tour, and college tailgating.
“This is an innovative campaign that will put the RV lifestyle in the midst of some of the nation’s more popular events,” said Karen Redfern, Go RVing vice president, brand and marketing communications. “It’s a great opportunity to connect with key audiences at exciting events and venues around the country.”
RVIA Today Express reported that the agreement includes radio ads on 935 affiliates covering 108 schools. In addition, Go RVing will be the title sponsor on games for eight different schools throughout the season. Go RVing courtside signage will be displayed during University of Kentucky games, as well as at conference tournaments for the Atlantic 10, Big Sky, Big West, Missouri Valley, Mountain West, Patriot League, and Southland conferences.
Also included are eight scheduled events at the University of Alabama’s spring football game, and at seven country music concerts. The concerts will include the University of Iowa Concert Series, and the Carolina Country Music Festival. Details of the other events are being finalized. The concerts will also include a Go RVing branded Myrtle Beach Dream Roadtrip contest in which a winner will take an RV road trip to meet Luke Bryan and the Zac Brown Band at the Carolina Country Music Festival.
In addition to the Learfield partnership, Go RVing is developing another content-rich plan for 2018, with TV brand connections on The Matador Network, featuring Bass Master Brandon Palaniuk; The Food Network, featuring “The Kitchen”; the “Ellen DeGeneres Show,” highlighting Macey Hensley who will be doing an RV tour on the West Coast; and “Extra,” including a Mario Lopez RV trip.
Once again in 2018, an events strategy will be employed and coming up soon in Florida are the Carnivale on the Mile, a consumer-focused event in early March in Miami, and We All Grow, a gathering of 475 Latina influencers, which will feature Go RVing PR staff taking participants on an RV tour of a resort campground.
Go RVing, the industry’s national advertising and marketing campaign, has generated more than 56 billion consumer impressions since it was created 20 years ago. During that time, Go RVing has delivered the RV message through popular magazines and TV shows, online and at special events, such as state fairs and country music festivals.
Purchase rates for new RVs were twice as high through leads produced by Go RVing in comparison to the rate among total U.S. households, according to a sales match analysis by global marketing and data solutions firm IHS.
The Go RVing Coalition consists of RV manufacturers, component suppliers, dealers, and campgrounds. Go RVing works to provide the public and media with general information about the benefits of RV travel and camping.