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The Go RVing Coalition’s new “Pursue Your Passions” advertising campaign will kick off Sunday (Feb. 16) during the running of NASCAR’s Daytona 500 on the FOX television network.
The coalition’s new advertising agency – The Richards Group of Dallas – was negotiating this week for the best position for the single 30-second ad that will be aired during NASCAR’s initial Winston Cup race of the season.
Additionally, the coalition purchased two 30-second spots during ABC’s remake of “The Music Man” later that evening.
The ads, narrated by actor Tom Selleck, urge consumers to pursue their passions, whether that means spending time with the family, participating in sports or enjoying the outdoors — with an RV.
On the heels of the network TV kickoff on Sunday, television ads are scheduled to be aired for 40 weeks in association with NASCAR on FOX Sports Net, FX and the Speed Channel so they can reach racing fans, which the coalition says are predisposed to purchasing RVs.
Ads also will appear during network TV programs for the first time in several years, including “America’s Funniest Home Videos,” and “Veritas,” a new series about an adventurous father-son archaeologist team.
Also in March, the coalition has booked a 12-week schedule on The Weather Channel, followed by 28 weeks of “direct response” advertising on two dozen cable networks.
Go RVing commercials will be heard on the radio during March for the first time, including three 60-second spots rotating on the ABC/ESPN, Premier, United Stations and Westwood One networks.
In addition, five double-truck print ads in magazines such as Good Housekeeping, Family Fun and Woman’s Day will kick off this month.
Spending on Go RVing advertising is expected to top $15 million this year, up from $12.6 million in 2002.