The 2007 Go RVing media plan is set to launch in February with a series of ads on television’s top-rated program, American Idol, targeting the Go RVing campaign’s prime family demographic.
The high-profile launch will mark the start of the second year of the Phase IV advertising campaign with the theme “What Will You Discover? Go RVing.” According to the Recreation Vehicle Industry Association (RVIA), which manages the campaign for the industry-wide Go RVing Coalition, the 2007 media schedule combines cable TV, print and Internet advertising with several new media outlets in an effort to “broaden the reach of the campaign.”
The $16.8 million media budget – up from $16.3 million in 2006 and $15 million in 2005 – is highlighted by the American Idol television buy on FOX. The Go RVing spots will run for a total of five weeks between Feb. 12 and March 26.
Go RVing’s 2007 media plan also includes a trio of sponsorships on ESPN. RVIA said spots will run during ESPN’s coverage of Triple Crown horse racing prior to the Kentucky Derby, Preakness and Belmont Stakes. Race day programming also will feature vignettes hosted by Hall of Fame jockey and ESPN announcer Jerry Bailey titled, “Discover the Triple Crown, Presented by Go RVing.”
In addition, Go RVing ads will appear on ESPN’s coverage of the Professional Bowlers Association (PBA) tour, including a special “Hit the Road” segment that highlights RV travel, along with a buy on the network’s coverage of NASCAR that will run during Busch series races.
The TV spots also will air nationally February through October on over 30 major cable networks such as ABC Family, CNN, Fox News, TBS, TNT and the Weather Channel.
Other facets of the 2007 media mix include:
• Hitting the newsstands in February, the eight “What Will You Discover? Go RVing” print ads are slated to run through December in a mix of 29 national and regional publications.
• Go RVing’s print investment of $4.9 million includes ad space in Arthur Frommer’s Budget Travel, Better Homes & Gardens, Ebony, Family Circle, Ladies Home Journal, National Geographic Traveler, Popular Mechanics, Sports Illustrated and Woman’s Day.
• With an Internet investment of over $2.2 million, Go RVing ads will appear February through December on 25 popular websites and search engines including AOL, Google, Traffic.com and Weather.com.
• Go RVing spots will appear in sports stadiums throughout the country, including Super Bowl XLI in Miami, as part of an ad buy on Arena Media Networks. In addition, Go RVing will air interactive ads on the popular DISH network enabling viewers to order Go RVing’s free “getting started” DVD or CD-ROM from their home.
“The first year of the Phase IV Go RVing campaign helped spur large increases in leads, awareness and purchase intent,” said Gary LaBella, vice president of public relations and advertising for RVIA. “With our expanded 2007 media plan and our high profile ads on American Idol, we expect to improve upon 2006’s record level of consumer awareness and leads.”