Go RVing, a marketing collaboration between the RV Industry Association and the RV Dealers Association, is launching a new campaign called “Go on a Real Vacation.”
“Let’s remind people of the freedom that comes with traveling in an RV,” said Karen Redfern, Go RVing vice president of brand marketing and communications. “After months of being stuck in the proverbial passenger seat, it’s time to take the wheel. It’s time to not merely go on vacation, but to Go on a Real Vacation – one that only RVing can offer.”
The campaign is the brainchild of Go RVing’s new agency of record, FCB-Chicago, who officially came on board in late April after Go RVing’s 6-month RFP process.
Ads launched May 14 on Go RVing’s social media – Facebook, Instagram, and Twitter – and will continue to grow with paid social content and digital ad platforms and media partners. A radio spot will be released after Memorial Day with distribution via terrestrial radio and national streaming platforms. Broadcast, digital video, and additional channels will be added as the campaign is fully developed to create a full 360-message for our target audience.
“We are excited about the energy the new campaign brings,” said Craig Kirby, RVIA president. “Go on a Real Vacation embraces a bolder, more direct messaging to consumers. It reminds consumers that an RV gives them permission to take control. To vacation on their own terms and with their own agenda. It’s the difference between a trip to remember, and one you’ll never forget.”
The campaign has four themes as its creative base: #RoamOutside, You Need an RV, You Can Control Your Destination, and Your House, Your Rules. Each of the themes will have multiple variations of vehicles, people, locations and will be built in multiple formats, allowing consumers to find a message that personally resonates with them.
“As states across the country reopen, RV dealers have seen an increase in RV sales and interest at their dealerships,” said Phil Ingrassia, National RV Dealer Association President. “It is being widely reported that this is the ‘year of the RV,’ and this new campaign is guaranteed to drive even more people to the RVs and the active outdoor lifestyle.”