As part of its ongoing experiential marketing efforts, Go RVing was on-site April 30-May 3 at the LPGA’s North Texas Shootout at Las Colinas Country Club in Dallas, Texas.
The LPGA is known for having a family-friendly gallery, and the event drew thousands of spectators, reports James Ashurst, vice president of communications and marketing for the Recreation Vehicle Industry Association (RVIA) and administrator of the pan-industry marketing campaign.
In working with the Texas RV Association (TRVA), the National Indoor RV Center of Dallas provided a Newmar Ventana Class A motorhome and a Roadtrek RS Adventurous Class B motorhome that attendees were able to tour while watching the golfers challenge the course. In front of the Ventana, Go RVing set up a three-hole putt-putt course that attracted spectators as they followed their favorite golfers. The Roadtrek was parked near a popular food vendor adding to the vehicle’s foot traffic.
The Go RVing display received “tremendous exposure” in a live segment aired during the Golf Channel’s coverage of the event on Saturday (May 2), said Ashurst, adding that LPGA pro and Golf Channel personality Nicole Castrale addressed the popularity of RVing and gave viewers an on-air tour of the Ventana motorhome.
Go RVing also received extensive coverage and mentions on the LPGA website and social media outlets during the week. Also featured were Go RVing commercials and prominent signage on the tournament’s electronic leaderboards.
Go RVing will also be one of the sponsors at the LPGA’s Kingsmill Championship in Williamsburg, Va., from May 14-17. Recreation Vehicle Industry Association (RVDA) member Dodd RV in Portsmouth, Va., will provide a Forest River Georgetown Class A motorhome and a Thor Chateau type C motorhome.
“Over the past two years, experiential marketing has become an important element in Go RVing’s efforts to reach new consumers,” says Ashurst. “Go RVing works with prominent 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 the experiential marketing efforts last year Go RVing is expanding the program for 2015 and will work closely with the RVDA and its dealer partners at upcoming events including:
* Country Living Fairs taking place June 5-7 in Rhinebeck, N.Y., Sept. 18-20 in Columbus, Ohio, and Oct. 23-25 in Atlanta, Ga.
* The Dominion Riverrock, May 14-18 in Brown’s Island, Va., and June 4-7 at the GoPro Mountain Games in Vail, Co., in partnership with Outside magazine.
* The Des Moines Fair July 27-Aug. 3 in Des Moines, Iowa, in a partnership with Family Fun magazine.
* The Jamboree in the Hills, July 16-19 in Belmont, Ohio, in concert with LiveNation.
* The Wild Georgia Shrimp Festival, Sept. 19-20 in Jekyll Island, Ga., in affiliation with Southern Living magazine.