Go RVing’s experiential marketing efforts are shifting into high gear with the approach of the summer travel season to bring a hands-on RV experience to thousands of consumers in the campaign’s target market.
RVing at Country Living Fairs
Renewing a successful two-year partnership, Go RVing is once again teaming with Country Living to have a significant RVing presence at Country Living Fairs this summer and early fall. According to a report in RVIA Today Express, the kickoff event took place from April 24–26 in Nashville with Go RVing having two RVs on display – a Starcraft AR-ONE MAXX travel trailer and a Riverside RV Retro 177 travel trailer. More than 2,200 consumers toured the RVs during the fair.
In addition to the RV displays, Go RVing sponsored seminars presented by the Sisters on the Fly. The “How-To Chats” took place around the Go RVing Firepit focusing on “Organizing Your Trailer,” “Towing and Safety,” and “Dutch Oven Cooking.”
Go RVing will have displays at upcoming Country Living Fairs taking place in Rhinebeck, N.Y., in June, Columbus, Ohio, in September, and in Atlanta in October.
Go RVing Partners with LPGA
Go RVing is promoting RV travel and camping at two LPGA tour stops this spring with RVs displayed on the golf course.
The first event at the North Texas Shootout at the Las Colinas Country Club in Dallas, Texas, from April 30-May 3 featured a Newmar Ventana Class A motorhome and a Roadtrek RS Adventurous Class B motorhome provided by National Indoor RV Center of Dallas. The vehicles were loaned to Go RVing with the assistance of the Texas RV Association (TRVA). Nearly 2,000 golf fans toured the RVs at the event.
A Forest River Georgetown Class A motorhome and a Thor Chateau Class C motorhome are also being showcased at the Kingsmill Championship this weekend (May 14–17) at the Kingsmill Resort in Williamsburg, Va. These units are being provided by Dodd RV of the Peninsula in Yorktown, Va.
Go RVing kicked off the national advertising campaign’s experiential marketing outreach for 2015 at the Southeastern Wildlife Exposition (SEWE), held Feb. 13–15 in Charleston, S.C. More than 1,100 attendees were introduced to RV travel and camping while visiting a display, featuring a Rockwood Ultra Lite travel trailer and a Roadtrek Popular van camper.
Over the past two years, experiential marketing has become an important element in Go RVing’s efforts to reach consumers in the campaign’s target market. Go RVing works with media partners such as Sports Illustrated, Garden & Gun, Country Living, Outside and LiveNation to showcase RV travel and camping at fairs, festivals and sporting venues that draw large crowds.
After the tremendous success of last year that saw more than 50,000 introduced to RVing through these efforts, Go RVing expanded the program for 2015. In addition to the events detailed above, Go RVing will also have displays at:
• The Dominion Riverrock from May 14-18 in Brown’s Island, Va., and the GoPro Mountain Games from June 4–7 in Vail, Colo., as part of the media buy with Outside.
• Coastal Living’s Seaside Events this summer with exact locations and dates to be determined.
• The Iowa State Fair from Aug. 15–16 in Des Moines through a partnership with Family Fun.
• Jamboree in the Hills in Belmont, Ohio, from July 16-19 in conjunction with LiveNation as well as another country music festival to be determined with CMT in June or July.
• The Wild Georgia Shrimp Festival from Sept. 19-20 in Jekyll Island, Ga., in affiliation with Southern Living.
“Nothing sells our product like our product,” said James Ashurst, RVIA’s vice president of communications and marketing. “Our goal is to create an incredible, unexpected and hands-on RV experience for consumers who maybe when they set out for the event weren’t planning to be introduced to all that today’s RVs offer.”