Greg Gerber posted on November 28, 2008 12:09
RESTON, Va. -- In response to the changing marketplace, Go RVing has updated its print and Internet ads to attract budget-conscious consumers with a strong message about the affordability of RV travel.
The ads have a new theme line – “Go Affordably. Go RVing.” – and new headlines including:
- “Collect something other than baggage fees and hotel bills. Memories perhaps.”
- “Withdraw from civilization, not your savings account.”
- “Journey to the ends of the earth without spending your means.”
- “Discover a few new species without disturbing the nest egg.”
- “You don’t have to spend money like a jet-setter to enjoy the wildlife.”
- “Family adventures that don’t blow your budget just might be the greatest catch of all.”
New body copy focuses on RV travel savings and the lasting value of RV ownership. The ads refer readers to GoRVing.com where they can get the facts from RVIA’s 2008 Vacation Cost Comparison study, reminding prospects that they can take memorable RV vacations while staying within budget.
The 2008 study by PKF Consulting found that RV vacations for families ranged from 27 to 61 percent less expensive than other comparable vacation packages, even factoring in ownership costs and 2008’s high fuel prices.
“We have spent the last several months retooling our ad messages for 2009 and placing them in proven media outlets that give us the biggest bang for our buck,” said Gary LaBella, RVIA’s vice president and chief marketing officer. “The new ads and $8.1 million media plan are designed to maximize consumer leads, helping dealers identify the low-hanging fruit in today’s market.”
The newly revised ads, as well as details of the coalition’s 2009 media buy, will be released at “Outlook 2009: We’ve Got Heart!” taking place Dec. 2 at 6:30 a.m. in the South Wing Mezzanine Level Ballroom at the Kentucky Expo Center.
Go RVing Tie-in Program Puts Focus on Value
As more RV businesses are tying in to the national Go RVing message with customized spin-off ads, registered Go RVing tie-in program participants will be able to download new “Go Affordably. Go RVing.” themed materials in 2009.
Developed for RV dealers, show promoters, campground owners and their agencies, the Go RVing tie-in program offers online access to local leads and tools for implementing the national campaign messages in their own marketing. Program features include an ad builder, direct mail postcard builder, image library and leads database, consisting of hundreds of thousands of prospective customers who’ve responded to Go RVing ads.
The ad builder section provides headlines, coordinating messaging, and downloadable images that allow dealers or campgrounds to create personalized ads and direct mail pieces in a variety of sizes for their own marketing use.
The updated ad builder section now offers four value-based headlines to choose from:
- “You shouldn’t have to spend a lot on something called free time.”
- “Spend the time of your life, not your life savings.”
- “Priced to go. Anywhere.”
- “You can after all put a price on happiness. Turns out it’s very reasonable.”
Responding to industry requests, the tie-in program now also offers participants access to the “What Will You Discover? Go RVing” national TV ads featuring Tom Selleck’s voice. The optional TV ads package includes four 30-second spots, each with space for a five-second local tag.
Dealers interested in signing up for the 2009 program should contact Chuck Boyd at the Recreation Vehicle Dealers Association at 703.591.7130, ext. 113. Campgrounds interested in accessing the industry only section should contact Grant Barnette at the National Association of RV Parks and Campgrounds at 303.681.0401.
SOURCE: RV Industry Association press release