Consumer response to this year’s “Go RVing. Life’s A Trip” ad campaign has increased nearly 56% as it nears the halfway mark, according to the Recreation Vehicle Industry Association (RVIA).
So far, more than 61,000 consumer videos have been requested through the toll-free 1-888-Go RVing hotline, the www.GoRVing.com Web site and reader service cards provided in numerous RV enthusiast publications.
More than two-thirds of the requests have come from consumers who have never or do not currently own an RV, indicating that the campaign is reaching the intended audience.
Consumers also have been logging onto the Web site in record numbers. Over 71% more prospects ordered the consumer video package through the Web site in the first quarter of 2001, compared to 2000.
Additionally, 576 RV dealers have signed up so far this year for the Go RVing 2001 Dealer Promotional Package, which costs $125. That compares with 495 kits sold in all last year.
The increased leads and Web site activity are the direct result of the aggressive advertising schedule that Go RVing has been able to maintain through early 2001. The campaign’s media spending was doubled in January to jumpstart the RV show season and resulted in record response.
Since January, the decline in dot.com as well as other corporate advertising left the advertising sales market somewhat vulnerable, enabling negotiations for more cable spots at the budgeted level of spending.
“It’s a blessing that while competing industries are scrambling for exposure, ours is united and armed for business in the fifth year of an ever more successful campaign,” said Tom Faludy, chairman of the Go RVing Coalition and president of Carefree of Colorado. “Our consistent focus and commitment to growth will help us maximize our opportunities in any economy.”