Designed to ignite consumer interest and drive traffic to RV dealers nationwide as the spring/summer vacation season approaches, Go RVing is launching a new multimillion-dollar Kick Off to Camping Season campaign that will run February through mid-July.
Combining digital and traditional ads with RV dealer point-of-purchase materials and public relations, the local tie-ins will amplify the message and further increase consumer awareness.
Under the Kick Off to Camping Season banner, the industry’s most innovative new products will be introduced to consumers when the RV Reveal at RVX: The RV Experience is livestreamed through a custom microsite on GoRVing.com on March 12 from Salt Lake City, UT. Built to highlight the livestream video, the site will also feature video content captured at RVX, images and product information for the honorees in the nine Innovation Categories and messaging about the versatility of RV vacations.
“We want consumers to see RVs in new and exciting ways. Now more than ever, there really is an RV that’s right for everyone,” said Karen Redfern, vice president of brand marketing and communications for Go RVing. “As winter draws to a close and thoughts turn to summer vacation plans, the Kick Off to Camping will ignite interest in adventure, exploration and affordable travel. The campaign will also provide an opportunity to showcase to the media the innovative products coming out of our $50 billion industry.”
For RVX, Go RVing’s research data was used to create nine archetype categories, matching consumer use with the newest RVs in the marketplace. Focusing on lifestyle values rather than RV type, Go RVing approached top consumer publications whose readership align with the categories and invited them to experience RVX. The selected media partners will attend RVX in Salt Lake City, review the submissions in their respective category and provide editorial coverage of the show, products and the RV lifestyle in a spring/summer issue.
