“Outlook 2010: Let the Sun Shine” will kick off the 47th National RV Trade Show Dec. 1 in Louisville, Ky., with timely, relevant presentations that provide a message of optimism for the RV industry as well as uplifting, fun entertainment from an array of exciting guests, according to a news release from the Recreation Vehicle Industry Association (RVIA).
The free event will begin with a complimentary sit-down breakfast at 6:45 a.m. in the Kentucky Exposition Center South Wing C Mezzanine Ballroom. As always, attendees should come early as lines form well before the doors open.
Hosted by RVIA Chairman Jim Sheldon, Outlook 2010 will feature “Radiant, Relevant and Ready,” by RVIA President Richard Coon, who will detail an upbeat view of the RV market’s prospects in light of an improving economic environment and provide a forecast for wholesale RV shipments in 2010. As the RV industry prepares to celebrate its 100th Anniversary next year, he will also touch on the remarkable resiliency of the RV market throughout its history and why RVs have remained popular with Americans.
In Go RVing: “Spreading Sunshine in ’09 and Beyond,” Go RVing Coalition Co-Chairmen Dicky Riegel and Tom Stinnett along with RVIA Vice President and Chief Marketing Officer Gary LaBella will unveil new television spots and innovative website content scheduled for launch early next year. The trio will also detail a 2010 media plan that targets top performers while making the most new opportunities and discuss how the Go RVing campaign stoked consumer demand in 2009.
A centerpiece of Go RVing’s 2010 media plan is a cross-platform buy on cable’s History network that encompasses History’s TV programming, magazine and website and is expected to reach 100 million high-income households. The integrated media purchase includes coverage in three consecutive issues of History Magazine, including a 32-page pull-and-save “Best Historic Sites Travel Guide” filled with RV travel facts, figures and maps – and branded with the RV Centennial logo.
Renowned antiquers Mike Wolfe and Frank Fritz, hosts of History’s highly anticipated new show, “American Pickers,” will mark Go RVing’s partnership with the network by speaking to Outlook attendees about their travels through America’s heartland on a hunt for treasures stashed in attics and garages. Antiquing is a very popular activity among the nation’s RVers, and tales of the duo’s cross-country adventures are sure to entertain breakfast attendees.
In RVIA Public Relations: “Keeping Our Image Bright,” RVIA PR Committee Chairman B.J. Thompson and Gary LaBella will discuss the strategies and messages used to generate positive publicity portraying RVs as popular, mainstream and relevant in 2009 despite a pessimistic media environment and gloomy economic conditions.
The two will also look ahead to what the media landscape may look like as the nation recovers from the economic downturn and offer advice on understanding and communicating with a post-recession consumer. They will focus on five emerging trends that will define these consumers: simplicity, discretionary thrift, mercurial consumption, instantaneous influence and living green.
Special guest Silvio DiSalvatore, father of the New York family that won NBC’s hit summer reality show “Great American Road Trip,” will then share his tales from the road with Outlook attendees. The DiSalvatores were fan favorites on the show, which showcased the adventures of seven families traveling in motorhomes on a cross-country trek and competing in made-for-TV competitions. With his outgoing personality, Silvio was especially popular with viewers as he brought a little of Yonkers, N.Y., to the great outdoors. DiSalvatore will have a great story to share about why this RV trip was the best time he has ever had.
RV historian and renowned RV collector David Woodworth will receive RVIA’s Spirit of America award in recognition of his nearly two decades of service to the industry as an enthusiastic ambassador and media spokesperson. Woodworth will speak about the growth of the industry over the past 100 years, the evolution of RVs, and plans for the RV Centennial Celebration. In addition, a special RV Centennial video will debut and Outlook attendees will take part in a special all-industry toast to the 100th Anniversary.
The program and breakfast are free for attendees on a first-come, first-served basis. All Louisville show attendees are welcome, and no reservations necessary. Show badge registration will be available in the South Wing Lobby C Entrance.