A proposal to extend the industrywide Go RVing market expansion campaign at least until 2006 is at the top of the agenda for the Recreation Vehicle Industry Association’s (RVIA) annual meeting March 6-10 at Disney’s BoardWalk Hotel in Orlando, Fla.
The Go RVing Coalition, which has directed the five-year-old program, is expected to recommend that the industry spend around $40 million over three more years to continue building the public’s awareness of the RV lifestyle.
However, Go RVing’s focus is likely to shift from image-building toward a more direct effort to get consumers into dealers’ showrooms. An appeal to minority markets, primarily Hispanics, may also be part of the plan.
“It is important to promote the image and perception of RVs, but now we need to hook Go RVing more into some of the practical considerations relative to ownership,” according to Tom Faludy, president of supplier firm Carefree of Colorado and chairman of the coalition. “We don’t want to get to the point that we are doing a hard-core sales job, but we want to do more than just set a favorable mood for RVs, which is what we’ve done for the last five years.”
In an effort to achieve that goal, coalition members will meet in Florida prior to the official start of the annual meeting to hear presentations from three ad agencies, including the incumbent, Eisner Communications of Baltimore.
The RVIA Board is expected to act on the coalition’s recommendations on March 8.