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The 2005 Go RVing media plan launches in February with more ads on top broadcast television shows, including the Grammy Awards on CBS.
According to Recreation Vehicle Industry Association (RVIA), Go RVing’s aggressive media schedule also includes increased cable TV, print and Internet advertising for a total of more than 2.5 billion projected consumer impressions this year.
The $15 million media buy – up from $14 million in 2004 and $13 million in 2003 – includes an investment of $2.4 million in broadcast network television and represents almost a $1 million increase over 2004 spending.
This year, the “Pursue Your Passions” commercials are running for eight weeks on ABC and CBS primetime programs, offering high levels of family viewing.
Spots are scheduled to air on 15 popular TV shows, including ABC’s The Wonderful World of Disney, America’s Funniest Home Videos, Extreme Makeover Home Edition, Less Than Perfect and Hope and Faith, along with CBS’s Amazing Race and Joan of Arcadia.
The broadcast TV ads will make 338 million impressions among the campaign’s target of adults aged 30 to 64 – approximately 50 percent more than last year.
“Forecasts for increased RV shipments this year allowed Go RVing to boost its anticipated media investment on the prospect of additional industry funding,” said Gary LaBella, vice president of public relations and advertising for RVIA, which manages the campaign for the industrywide Go RVing Coalition. “This enables us to keep pace with ad rates as they rise and maintain hard-won ground.”
In 2004, the Go RVing media plan set records for consumer impressions and responses. “Last year’s ads made approximately 2 billion consumer impressions and generated 165,500 dealer leads,” said LaBella. “Most importantly, RV purchase intentions rose significantly, suggesting the campaign is successfully broadening the appeal of RVing.”
Advertising on cable TV, the Internet and in national and regional magazines continues to be the mainstay of the media plan. With an investment of approximately $6 million in cable, Go RVing’s four 30-second spots will air nationally February through November on 34 networks such as A&E, ABC Family, Animal Planet, Bravo, CNN, Discovery Channel, ESPN, HGTV, History Channel, The Learning Channel, The Outdoor Channel, Outdoor Life Network, TBS, TNT, Travel Channel, USA and The Weather Channel.
Go RVing also is sponsoring special outdoor-themed programming on the National Geographic Channel and continuing the campaign’s strong NASCAR presence on FX and Speed Channel. The emerging digital video recording audience is being tested with an innovative two-week buy on TiVo Showcase in February.
Hitting the newsstands in February, five “Pursue Your Passions” print ads are slated to run through November in a mix of 24 national and regional publications. Go RVing’s print investment of roughly $4.5 million includes ad space in Arthur Frommer’s Budget Travel, Better Homes & Gardens, Child, Family Circle, Field & Stream, National Geographic Traveler, Outdoor Life, Parents, Popular Mechanics, Southern Living, Sunset, Travel & Leisure and Woman’s Day. Based on a highly successful test in 2004, Go RVing will expand the print plan to include business reply cards in select publications to garner thousands of additional qualified leads.
With an Internet investment of close to $2 million, Go RVing ads will appear February through December on 24 popular websites and search engines including AOL, Google, Mapquest, Weather.com, Yahoo! and MSN.com. In 2004, consumers clicked on Go RVing’s online ads more than 1 million times.
This year concludes the third three-year phase of the Go RVing campaign, with an overall budget of $59 million funded primarily by new-unit assessments on RVIA member manufacturers. The next phase of the campaign will run from 2006 through 2008.