Higher RV shipments being forecast by the University of Michigan for the new year will allow Go RVing to spend $8.25 million on media in 2010 – approximately half of the 2007 budget but much more than double the 2009 budget, according to a news release.
“We’re very happy to have a more robust budget to invest in Go RVing advertising this year,” said Gary LaBella, RVIA vice president and chief marketing officer. “The industry needs it now more than ever as we try to come out of this down period in our history.”
The additional media dollars will allow Go RVing to run more television ads to showcase the new, animated “Ambassadors of Affordability” commercials received with accolades by the industry at the Louisville show. Spots on cable and weekend network coverage of the Winter Olympics starting Feb. 12 in Vancouver will launch the new campaign on NBC/Universal Sports, followed by renewed advertising on SPEED channel NASCAR programming. Major league baseball advertising on FOX Sports Network is also being added to the plan, and the print and interactive buys are also being greatly expanded.
Full details of the 2010 new campaign launch will be released later this month.
The continuation of Go RVing advertising during the recession, though drastically cut, generated significant awareness and leads to help spur the industry recovery now underway. During the second half of 2009, Go RVing web visits were consistently higher than 2008, on a month-to- month basis, demonstrating the campaign’s impact in stimulating consumer interest in RVs. A total of over 2.5 million web visits were logged in 2009, down a third from the previous year but still significant. 2009’s $3.5 million media budget was the lowest since the Go RVing campaign began in 1997.