Ad agency The Richards Group of Dallas took over day-to-day, behind the scenes operations of the GoRVing advertising campaign effective Monday (April 1), according to the Recreation Vehicle Industry Association (RVIA).
Richards replaces Eisner Communications of Baltimore, which handled the campaign for a little more than five years. However, Eisner became a lame duck last month when the GoRVing Coalition selected Richards to handle the campaign from 2003 through 2005.
Richards will work according to a verbal agreement until a formal, written contract is agreed upon, said Alan Piercy, spokesman for the RVIA. “We do have an understanding with them regarding how the compensation works and are moving ahead.”
Eisner’s “GoRVing, Life’s A Trip,” TV, magazine and Internet website ads will continue appearing through the end of this year and Eisner’s media buying decisions will not be changed, Piercy said.
Meanwhile, Richards will handle behind the scenes activities such as coordinating the distribution of video tapes to consumers responding to GoRVing ads, he said.
Richards will present its creative and media buying proposals during the coalition’s next meeting June 10 in Washington, D.C. The coalition includes representatives from all RV industry sectors and it will meet in conjunction with the RVIA’s Committee Week gathering at the Washington Marriott Hotel June 10-13.
A majority of coalition members decided last month to choose Richards over Eisner and two other competing ad agencies for Phase 3 of GoRVing because they believe Richards can take the campaign “to the next level” through a more aggressive approach.