Among the changes to this year’s National Show in Louisville, Ky., interactive booths, inviting attendees to play games or sample food and drinks, were difficult additions to overlook.
Specifically, Go RVing spread several interactive stations throughout the South Wing entrance area, highlighting several of the in-field advertising campaigns conducted by the group.
Over the past three years, the group’s in-field advertising at sporting and other consumer gatherings has grown from only four events in its first year, to 34 in 2016. The events, which typically include RVs for consumers to explore alongside attractions, such as games or guest appearances, aim to give consumers – especially from younger generations – a first-hand look at RVs.
To view a National Show slideshow, titled “Mixing Business with Recreation” click here.
“It’s really contagious when you see people get so excited about what an RV is about – seeing the size of it, the amenities inside the RV – and that’s our whole goal: to get people thinking about owning an RV and wanting to be part of that RV lifestyle,” RVIA Senior Director of Marketing Karen Redfern said.
The experiential travel schedule for the upcoming year is not yet final, but Redfern expects it to be on-par with the 34 events attended in 2016.
Throughout the year, Go RVing works with groups such as the LPGA Tour, Bassmaster, Outside and Sports Illustrated magazines, attending events and hosting a national “Tailgate Tour” at football stadiums throughout the country, among other initiatives.
“It (the Go RVing booth events) give them the opportunity to know that we are in that space and trying to reach consumers at these events,” Redfern said.
For the National Show, the Go RVing booth highlighted a Go RVing partnership, and included a golf drive simulator, where an LPGA pro golfer provided feedback, in addition to a football throwing booth, a Bassmaster baitcasting competition and a guest appearance from Outside Magazine “adventurer” Brody Levin, who spent part of his year in a Winnebago motorhome.
Last year, spending for experiential marketing increased about 15 percent, and Redfern, who oversees the four-person Go RVing staff, said it will remain about the same for the upcoming season, though a budget will not be approved until later this month.