The 2004 Go RVing ad campaign launches Tuesday (Feb. 10) with a prime-time, “sweeps” week spot during ABC’s 8 Simple Rules.
To build upon the foundation of awareness laid by last year’s $13 million ad buy, Go RVing’s entire $1.5 million network TV budget will be spent on programs on ABC.
To reach out to millions in Go RVing’s primary and secondary target markets — families with children and empty nesters — the “Pursue Your Passions” television commercials will run during the coming five weeks on ABC family-oriented, prime-time programming.
A total of 17 spots will be seen on a dozen ABC shows to cast a wide net to maximize reach, said Gary LaBella, vice president of public relations and advertising for the Recreational Vehicle Industry Association (RVIA). The RVIA provides staff work for the Go RVing Coalition, which comprises all RV industry segments and is the coordinator for the national ad campaign.
A Go RVing spot also will appear during the 8 Simple Rules episode to be broadcast on Feb. 24. Both Tuesday’s and the Feb. 24 episodes will begin at 8 p.m. Eastern Time.
Here is a list of the other ABC shows during which Go RVing commercials will appear along with their dates (all times are EDT:
Hope and Faith, Friday (Feb. 13) and March 12, both at 9 p.m.
The Charlie Brown Valentine Special at 8 p.m. Saturday (Feb. 14).
Wonderful World of Disney feature movie The Princess Diaries at 8:30 p.m. Saturday (Feb. 14) and March 6, both at 8:30 p.m.
According to Jim at 9 p.m. on Feb. 17.
My Wife and Kids on Feb. 18 and Feb. 25, both at 8 p.m.
George Lopez at 8 p.m. on Feb. 20.
Married to the Kellys at 8:30 p.m. on Feb. 27.
Less Than Perfect at 9:30 p.m. on March 2.
Life with Bonnie at 9:30 p.m. on March 5.
America’s Funniest Videos on March 7 and March 14, both at 7 p.m.
I’m with Her at 8:30 p.m. on March 9.
To build on the prime-time network TV kickoff, Go RVing ads will continue with a heavy schedule of targeted ad placements on top cable TV networks. A total of $5.9 million will be spent this year on cable TV ads, including for 40 weeks of NASCAR advertising on FOX Sports Net, FX and the Speed Channel, which will begin in the middle of this month.
On the National Geographic Channel, Go RVing will sponsor 30 vignettes running from March through August that promote RV trips to National Parks. ESPN Major League Baseball, this spring will feature Go RVing commercials on Wednesday nights. The “Pursue Your Passions” ads also will run on The Weather Channel from March through August.
Direct response advertising on cable TV and in magazines continues to be the most affordable way to boost frequency and generate consumer leads, the Go RVing campaign planners, ad agency The Richards Group, believes. Go RVing’s TV spots will air repeatedly from March through October on cable networks, including ABC Family, Animal Planet, Discovery Channel, HGTV, TLC, Travel Channel and Lifetime. February through September, Go RVing print ads will run in 28 national and regional publications including Better Homes & Gardens, Child, Family Circle, Field & Stream, Newsweek, Southern Living, Time and Woman’s Day.
Continuing with a successful Internet advertising strategy, 15 popular websites and search engines, including Ask Jeeves, eMode, AOL, Google, Maps.com, Weather.com and Yahoo!, will feature Go RVing ads from March through November.
In March, awareness-building network radio ads will be launched. The 60-second spots will run through August on the popular sports talk shows hosted by Dan Patrick and Jim Rome, as well as the NBA Finals. Rounding out the radio buy are top-rated national programs that include Paul Harvey’s News and Comment, Dick Clark’s Rock, Roll & Remember and American Country Countdown.