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Building on the theme of “Pursue Your Passions,” the Go RVing Coalition’s new national TV and radio ad campaign, and a new dealer tie-in program, were previewed at the industry’s National RV Trade Show in Louisville last week.
Both programs will begin in February.
Some 1,000 RV industry executives got an advance look at the expanded three-year, $48 million Go RVing campaign last Tuesday (Dec. 3) during the Outlook 2003 Breakfast, which kicked off the show. Although the 6-year-old Go RVing campaign will continue for the next three years, it will be created by a new advertising agency, The Richards Group, which replaced Eisner and Associates. Eisner created the “Go RVing. Life’s a Trip” theme featured in the print and TV ads seen in 2002 and previous years.
The new “Pursue Your Passions” theme will feature five 1 1/3-page magazine ads, four 30-second and one 60-second TV spot and three radio commercials featuring actor Tom Selleck as the unidentified narrator.
“What we tried to do is up the production values and sell a more complicated and involved story that would be more compelling and more involving emotionally for the target audience,” explained Jim McGhee, senior account executive and a Richards Group principal.
Media spending, which was $9.5 million in 2002, will increase to $13 million in 2003. It will include major exposure on network TV for the first time in several years, with bookings on programs such as the Guardian, Judging Amy, 8 Simple Rules and CBS Sunday Movie.
Print ads will be placed in 26 magazines, including Good Housekeeping, National Geographic Traveler and Women’s Day, and in special sections in Time and Newsweek. First-ever national radio ads will run on the syndicated Paul Harvey program, ESPN Radio and Fox Sports Radio and during the first game of the NBA Finals, and during the NCAA national basketball championship game.
In recent years, Go RVing RV media spending has been limited to outdoor lifestyle magazines and cable TV channels directed towards niche markets.