February marks the beginning of Go RVing’s 2009 sponsorship of NASCAR programming on the SPEED Channel, potentially targeting millions of American sports fans with its message.
The “What Will You Discover? Go RVing” TV commercials will run 265 times on SPEED Channel’s NASCAR programming through mid-November. Featured titles include NASCAR Race Day, NASCAR Live!, Weekend SPEED Engine Block, This Week in NASCAR, and Trackside.
Live announcer spots during two NASCAR Race Day shows will promote RV travel and camping between tracks. Go RVing’s 60-second vignettes with NASCAR personalities Jeff Hammond and Kenny Wallace will also air 50 times this year.
Twelve Go RVing spots will appear during ESPN2’s airing of the Xtreme Bulls bull riding tour beginning this month and running through October. Bonus spots will air during event repeats on ESPN Classic.
Sports fans continue to be the target in April and June, with TV spots running in 21 baseball stadiums throughout the country. Fans can send a text message directly to Go RVing to request the free consumer video.
Other facets of this year’s campaign include:
• Throughout the spring and summer, low cost “direct response” TV advertising will be placed on a wide variety of cable networks that reach Go RVing’s family and empty nester target audience, such as Discovery, ABC Family, CNN, Weather Channel, A & E, The History Channel and Food Network.
• The new “Go Affordably. Go RVing” print and Internet ads will be concentrated in the spring and summer months when vacation plans are traditionally being made. The buy includes AARP The Magazine – the world’s largest circulation magazine – Better Homes and Gardens, Family Circle, Good Housekeeping, National Geographic’s Adventure and Traveler and Arthur Frommer’s Budget Travel.
RVIA Vice President and Chief Marketing Officer Gary LaBella said, “Go RVing is stretching every dollar available to maximize our media presence in these tough economic times.”