The next round of this year’s RVB/Blue Ox All-Industry Survey being introduced today on RVBUSINESS.com has to do with the Go RVing campaign’s 15-year-old marketing and advertising initiative – a unique program owned by the Recreation Vehicle Industry Association (RVIA) and the Recreation Vehicle Dealers Association (RVDA) that’s supported by manufacturers and dealers through assessments on RVIA seal fees.
Here’s the question regarding the campaign’s new “Away” theme introduced at last winter’s Louisville Show by Stan Richards, whose Dallas-based agency developed the new approach under the guidance of RVIA’s staff and the pan-industry coalition:
The Go RVing Coalition’s annual “Go RVing” campaign, an all-industry marketing program launched in 1997 that continues to enjoy almost universal support from the North American RV arena, debuted a new creative “lifestyle” theme for both its print and video ads earlier this year that represents a return to the emotion-driven ads of the past and a real change from the “Ambassadors of Affordability” format that preceded it. What do you think of the new creative?
Respond by clicking here. You can also vote, submit comments and monitor ongoing results by clicking on the survey banner on the RVBUSINESS.com home page.
The “Away” theme is being utilized in both video and print ads and in custom Go RVing programming on the MLB Network, National Geographic Channel, National Geographic Wild, Outdoor Channel and the Cooking Channel – a total of more than 40 cable networks.
Among the 20 print titles in which ads appear are Better Homes & Gardens, Country Living, Family Circle, Good Housekeeping, Guideposts, Ladies Home Journal, People, Country and Woman’s Day, while plans call for new “Away” web banner ads to run on dozens of Internet sites as well as search engines like Google and Bing and highly visited sites including Facebook.