Anticipated growth in recreation vehicle production will enable Go RVing to invest twice as much in advertising in 2010, further boosting the momentum of industry recovery.
If University of Michigan shipment forecasts hold, Go RVing will have a $7.25 million media budget, more than double what the all-industry marketing group spent on advertising in 2009, according to a news release. The campaign is predominantly funded by mandatory assessments on all new units built by RVIA member manufacturers.
A centerpiece of the 2010 media plan is a fully-integrated cross-platform buy consisting of television, print and Internet advertising on cable’s History network, History.com and History magazine.
“2010 – the Centennial year of the RV industry – is the ideal year to tie in with History’s TV programming, magazine and website, reaching 100 million high income households,” said Gary LaBella, RVIA vice president and chief marketing officer.
The buy includes Go RVing’s ads in several issues of History magazine, plus a 32-page pull-and-save “Best Historic Sites Travel Guide” filled with RV travel tips. From March through August, an interactive “Top Ten History Destinations” map, game and Go RVing sweepstakes will be featured on History.com, along with Go RVing’s online ads.
Go RVing TV spots will air on History TV programs, including the popular “Modern Marvels” and the highly anticipated new antiquing series, “American Pickers.”
Go RVing Cable Television Sports Buys Continue
Go RVing will also continue advertising on television sports programming, including NASCAR programming on the SPEED channel, a strong television lead generator in 2009.
Time-tested performers like PBA bowling, horse racing’s Triple Crown programming and bull riding, all on the ESPN family of networks, are also part of the 2010 media plan. Go RVing courtside signage will be on display at 147 NCAA basketball games to air on ESPN, ESPN2 and ABC in 2010 – guaranteed an average two minutes of TV exposure per game.
Through a continued partnership with Arena Media Networks, Go RVing will again run TV spots in 29 major baseball stadiums next spring and summer, on an average of 400 screens per venue.
A new addition to the lineup in 2010 includes a special National Parks Week sponsorship on the Travel Channel, which has 90 million viewing households. Go RVing spots and billboards will help communicate that RVs are the best way to visit our nation’s national parks.
Direct response cable television spots will once again be purchased on a wide variety of networks, which have a good record of running Go RVing commercials at good times of day. These may include networks like: Discovery, Travel Channel, The Weather Channel, TBS, TLC and HGTV.
Print and Internet Proven to Draw Leads
National and regional magazines with a strong history of delivering consumer leads, plus a good editorial environment for the ads, are a mainstay of the 2010 plan. Ads will appear in 16 trusted magazines including National Geographic Traveler, Better Homes & Gardens, Budget Travel, Parent & Child, Family Circle, Good Housekeeping and a variety of special interest publications.
The Internet is Go RVing’s most cost-efficient source of leads, especially search engines like Google, Yahoo and Bing. Go RVing will again have a presence on proven sites including WeatherBug.com, RandMcNally.com, ShermansTravel.com, TheWeatherChannel.com and DogTime.com.
In addition, Go RVing will continue its low-cost, high-impact investment in social media in 2010, using Facebook, Twitter and YouTube to generate millions of impressions for almost no cost. In 2009, Go RVing’s Facebook page was viewed over 100,000 times.
“Over the past tough year, Go RVing successfully maximized media for the dollars available and helped the RV industry build demand in a down market,” said Gary LaBella, RVIA vice president and chief marketing officer. “With an increased budget in 2010, Go RVing will be able to stimulate even more consumer demand.”
The Go RVing Coalition, formed in 1994, consists of RV manufacturers, component suppliers, dealers and campgrounds. Go RVing works to provide the public and media with pertinent information about the benefits of RV travel. For more information visit www.GoRVing.com.