Just think of the possibilities.
Hiking, kayaking, swimming, birdwatching, mountain biking, rock climbing or even simply enjoying a book in a beautiful outdoor setting.
The options are endless, and this is what Go RVing’s new campaign wants consumers to aspire to with the tagline “Just Beyond Your Door.”
“We want to get to the point where we really evoke some of that emotion with people, where the consumers are going to look at it, fall in love with the romanticism and the idea of being able to go on these kinds of travels, and the ‘I want an RV’ becomes ‘I need an RV,’ Karen Redfern, chief marketing officer for Go RVing, told RV PRO during a call last week. “We’re hoping to drive them in to become those future consumers that really want to purchase.”
The new campaign for Go RVing, the RV industry’s dedicated marketing program, launched yesterday. This initiative was developed with Go RVing’s new creative agency BVK, and brought to life by Covert and Gemini Films, according to a Go RVing press release.
The campaign features a 30-second ad, created using LED volume stage technology — the same technology used to shoot Disney’s “The Mandalorian.” Viewers are taken through doorways that lead them to various landscapes across all four seasons.
This campaign shoot was accomplished in just three days — in the past, a similar shoot would have taken 10 days, Jeremy Greene, RV Industry Association vice president of marketing, told RV PRO during a call last week.
“We’re really tasked with growing awareness of the lifestyle, operating at that very top of the funnel, driving that awareness to key audiences and there’s so much competition for attention for travel and and vacations and outdoor experiences…it’s amazing that as an industry we can come together and we can pull resources together to go after that top funnel,” Greene said.
Bringing in the new volume stage technology is what brought it to life
“What a really cool way of doing this through some amazing technology,” Greene said. “Through that process of interviewing over a hundred directors, [we] settled on one that said [I’ve] got this great way of doing it, and I’ve got the team to do it too.
“The technology was developed for the Mandalorian…instead of green screen technology, it is really massive LED walls and overhead structures where you can program environments that aren’t real.”
Nick Litwinko, executive producer at Covert, commented on the campaign’s production approach: “Go RVing and BVK’s decision to use virtual production technology has resulted in a visually engaging campaign. The transitions between different landscapes effectively capture the sense of adventure that RVing offers.”
Greene pointed out that while other forms of travel may be in amazing locations, it’s just one location. But with RVing, “you can be in your location, in your home away from home, and then really have access to all these amazing places. And on the flip side, when you open that door back into the RV, it’s all those deep connections that are a huge differentiator for RVing as well. It’s the folks that are there that you want to make those lifelong memories with. So the technology was just a really amazing way for us to bring it to life.”
The “Just Beyond Your Door” campaign is a multiplatform experience with engaging content that will be shared across digital channels, streaming services, social media, print, at experiential events, and through influencer collaborations. Greene said the commercial will air on a number of streaming services such as Hulu, Netflix, Prime, Paramount Plus, Peacock and more. Go RVing has also partnered with other outlets such as Outside, National Geographic and AARP.
“I think one of the fantastic things about this particular ad and the campaign is that it can speak to everyone…then how we use that ad and where that ad shows up…, that’s where we target into who is the audience, what is the message, who do we want to reach?” explained Monika Geraci, RVIA senior director, public relations and communications. “Because of where we are in that funnel, we want everyone to be able to see themselves in an RV, and that’s the hope that with this particular ad and this campaign, that everyone can see themselves in an RV.”
With an estimated 44 million Americans considering an RV trip this summer, the Go RVing team south to illustrate the diverse ways people can enjoy RVing, from family campouts to getaways with friends, everyone can see themselves in this ad.
“We understand that today’s travelers seek authentic experiences that allow them to unwind, connect with loved ones, and embrace the unexpected,” Redfern said in the press release. “RVing embodies this desire. Stepping into an RV opens the door to new adventures, whether it’s a quiet escape in nature or discovering a charming small town. ‘Just Beyond Your Door’ aims to show that this lifestyle is within reach.”
Check out the video below:
