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The Go RVing Coalition’s national advertising campaign media schedule has been fine-tuned for 2004, according to Gary LaBella, vice president of public relations and advertising for the Recreation Vehicle Industry Association (RVIA).
Next year’s $13.2 million ad campaign will build on the success of the 2003 campaign, which generated record numbers of consumer impressions and responses.
This year, the new “Pursue Your Passions” ads created by Dallas-based agency The Richards Group made 2 billion consumer impressions and generated 120,000 dealer leads, LaBella reported.
“More importantly, RV purchase intentions rose significantly just six months into the (new, Phase 3) plan, suggesting that the campaign is successfully broadening the appeal of RVing,” LaBella said.
The three-year Phase 3 of the ad campaign will continue through late 2005.
The 2004 Go RVing campaign will kick off in February with ads on 10 ABC-TV prime-time family-oriented programs. The spots will debut during ratings sweeps week in February and will continue into March.
The ads will be shown on ABC’s The “Wonderful World of Disney,” “According to Jim,” “America’s Funniest Home Videos,” “George Lopez,” “I’m With Her,” “Less Than Perfect,” “Life with Bonnie,” “Married to the Kellys,” “My Wife and Kids” and “Hope and Faith.”
Cable TV will continue to be a mainstay of the Go RVing media plan and, for the first time, Go RVing will sponsor special outdoor-themed programming on the National Geographic Channel. Spots also will air during Major League Baseball programming on ESPN and ESPN2, and a strong NASCAR presence will be maintained on FX and Speed Channel.
Four 30-second TV spots and one 60-second spot also will air nationally on A&E, ABC Family, Animal Planet, Bravo, CNN, Discovery Channel, HGTV, History Channel, Learning Channel, Outdoor Channel, TBS, TNT, Travel Channel, USA and Weather Channel.
The print component will include five “Pursue Your Passions” ads appearing in national and regional publications beginning in March and continuing through December. The publications include Arthur Frommer’s Budget Travel, Better Homes & Gardens, Child, Family Circle, Field & Stream, National Geographic Traveler, Outdoor Life, Parents, Popular Mechanics, Southern Living, Sunset, Time, Travel & Leisure and Woman’s Day.
The radio component of next year’s plan includes 60-second spots airing from March through August on network programs by personalities that include Paul Harvey, Dick Clark, Casey Kasem and Tony Kornheiser. Ads on Wall Street Journal Radio and the American Country Countdown are new additions for 2004.
The goal of the ad campaign is to reach the primary target market of adults aged 30 to 49 with children and the secondary target market of empty nesters aged 50-64.