Go RVing is launching a new multi-million 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, according to the company.
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. 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, VP 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.”
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. The publications covering the Reveal categories are:
- Esquire – City Escape
- O, The Oprah Magazine – Destination Camping
- Woman’s Day – Family Friendly
- Travel & Leisure – Luxury Living
- Wired – On the Horizon
- Backpacker and Outside – Outdoor Adventure
- Whalebone – Van Life
- Popular Mechanics – Sustainability
- Sports Illustrated – Team Tailgate
Go RVing is also partnering with The Ellen DeGeneres Show and Discovery Networks’ MotorTrend TV, which will be filming content at RVX, as well as IZEA, the world’s largest network of top-rated social influencers.
“The timing of the new RVX in Salt Lake City provides a well-positioned platform to generate excitement with consumers and provide a great opportunity to collaborate with media partners,” said Redfern. “Combining paid media buys with our wide-reaching public relations efforts, the extensive outreach by the Go RVing team and agencies is unparalleled in the industry.”
In addition, Go RVing will produce a satellite media tour live from RVX featuring NBC Auto Racing Analyst and former host of Top Gear (U.S.), Rutledge Wood, who will also host The Reveal and the Top Tech Challenge at RVX. During the March 13 satellite tour, Wood will be interviewed by local and national TV programs, which will air in markets nationwide. An audio news release for radio stations across the country, and online distribution of an interview with Wood will expand the reach of the tour.
Go RVing will provide participating RV dealers media plans to connect with their local audiences.
Go RVing is the presenting sponsor of the Outside Experience on the banks of Lake Michigan in downtown Chicago in July.