The 2008 Go RVing ad campaign culminated in August on the most viewed TV event ever – the Beijing Summer Olympic Games.
The Recreation Vehicle Industry Association (RVIA) reported that with 135 spots on broadcast and cable television coverage, Go RVing made an estimated 116 million family viewer impressions.
The 30-second “What Will You Discover?” TV spots, along with 16 Go RVing promotional billboards, ran on NBC, MSNBC, USA and OH! Oxygen during popular Olympic events including swimming, beach volleyball, basketball, soccer, fencing and weightlifting.
Eighty-five percent of U.S. households – or 95 million homes – tuned into the Beijing Games overall. On cable, a record-setting 86 million viewers tuned in over 16 days, bettering the cable coverage of any other Olympics.
“Go RVing is proud to have been a part of these amazing Olympic Games, which shattered so many records both for athletics and advertising,” said RVIA Vice President and Chief Marketing Officer Gary LaBella. “Because of these ads, the industry will enter the retail show season with enhanced consumer awareness of the RV lifestyle. In challenging economic times, this positive boost with millions of consumers looking for affordable ways to spend quality family time was especially beneficial.”
RVIA said that the 2008 campaign marked the first time in Go RVing’s 12-year history that a campaign year ended, as well as launched, with a major network ad run. The media plan began in February with the campaign’s first-ever Super Bowl buy, as a spot ran during the final half hour of the Super Bowl XLII Pregame Show.