Advertising agency The Richards Group believes national radio and prime time broadcast network television should be added to the GoRVing advertising campaign.
The GoRVing Coalition agreed to hire Dallas-based Richards after hearing its presentation — and presentations from three other ad agencies — in Orlando last week.
Richards will be hired if the Recreation Vehicle Industry Association (RVIA) staff can negotiate an acceptable fee schedule with the agency.
If hired, Richards would be responsible for the $38 million to $40 million ad campaign from 2003 through 2005.
Basically, Richards executives believe the GoRVing campaign missed some opportunities during its first six years, said John Baker, account planning group head. “We want to take your success up a notch, up several notches,” he added.
“Your advertising is a little passive, it needs to be more active,” said Glenn Dady, creative group head at Richards.
The third phase of the GoRVing campaign should take viewers and magazine readers inside RVs and show the range of product types to reveal that RVing is affordable to more people than what may be generally believed by the target 35-to-54 years of age market, Dady said. It also should show that RV ownership is a way to help people enjoy activities, such as mountain biking, about which they are passionate.
In fact, “pursue your passions” and “have passion, will travel” are possible themes for the third phase of the campaign, Dady said.
“Pets are huge for RV owners, they can take their dogs with them,” said Dady, who believes the ads should highlight that fact.
Advertising on radio “could get people in their cars to think about RVs, instead of SUVs. That would be huge,” Dady added.
“High profile” network TV shows also should be added on occasion to the GoRVing mix because of the huge number of “eyeballs” it brings, said Mary Price, media group head at Richards.
The Richards agency works with a firm in New York that specializes in buying prime time network TV ad spots that become available at the last minute, and at a relatively low cost, due to cancellations, added Stan Richards, founder and brand group head.
Information on the GoRVing video also should be available on CD-ROM, said Traci Wallingford, who handles dealer programs at Richards. Potential RV buyers are tech savvy and distributing CD-ROMs instead of videos would have saved the GoRVing campaign $65,000 last year.
“Video is ‘very 1985,’ while the CD-ROM is very today,” Wallingford added.