The $13 million in Go RVing advertising purchases for 2003, currently being negotiated by The Richards Group, will enable the campaign to reach more of Go RVing’s target audience more often and over a longer time period than in prior campaigns, the Dallas-based ad agency believes.
Richards anticipates increased broadcast, national magazine and web advertising will cause leads as well as awareness to rise.
With media spending increasing by roughly $3.5 million in 2003 as a result of the Recreation Vehicle Industry Association’s (RVIA) higher assessments on larger RVs, Go RVing will be adding high-profile network television exposure to its Phase III.
The new campaign will kick off during the Daytona 500 broadcast on Fox in February, followed by four weeks of exposure during the new ABC “Family Viewing Hour,” which includes popular shows like “My Wife and Kids,” and on other family-friendly fare such as “Wonderful World of Disney.”
Cable advertising will continue to provide staying power during the months of May through September on virtually all networks that reach Go RVing targets. Examples will include Discovery, The Learning Channel, Travel Channel and The Weather Channel, along with newcomers like National Geographic TV, TV Land and the TV Guide Channel.
Spots will be purchased on FX-NASCAR for 12 weeks and potential opportunities are being explored with ESPN, ESPN 2 and Fox Sports.
Richards is also in the final stages of negotiations for an aggressive new national print advertising program. For the first time, Go RVing will run ads in special editions of Time and Newsweek, providing extremely high reach along with highly relevant editorial. The package will include a special editorial section by 2002 RVIA Journalism Award winner Arthur Frommer in Newsweek, and a special National Parks section in Time.
Arthur Frommer’s Budget Travel, Better Homes & Gardens, Family Fun, Field & Stream, Good Housekeeping, Midwest Living, NASCAR Tailgate Guide, National Geographic Adventure, National Geographic Traveler, Newsweek – Family Edition, Official NASCAR Preview & Press Guide, Outdoor Life, Outside Family Vacations, Parents, Popular Mechanics, Readers Digest, Southern Living, Travel Holiday, Woman’s Day and Yankee are also on the plan to reach various target market segments between March and October of next year.
A new element of Phase III will be national network radio. Plans are for the radio spots to air from March through August with 60-second spots that could feature a nationally known celebrity voice, depending on cost.
More details on the final media buy will be announced at the Recreation Vehicle Dealers Association’s (RVDA) annual meeting on Sept. 24 during the RVDA’s International Convention & Expo in Nashville.