New Affordability Message Is the Keystone of the Go RVing 2009 Media Buy

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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 and camping vacation packages. The ads have a new theme line – “Go Affordably. Go RVing.” – and 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 vacation savings and the lasting value of investing in an RV. The ads refer readers to GoRVing.com to get the facts from RVIA’s 2008 Vacation Cost Comparison study, reminding consumers 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 27-61% 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, vice president and chief marketing officer, Recreation Vehicle Industry Association (RVIA), which manages the campaign for the industry-wide Go RVing Coalition. “The new ads and $6.9 million media plan are designed to maximize consumer leads, helping dealers and campground owners to identify the low-hanging fruit in today’s market who are looking for affordable travel alternatives.”

Internet advertising will double in 2009 to maximize the campaign’s reach for the dollars available. Go RVing ads will appear March through November on 28 popular websites including Weather.com, Away.com, Military.com, Hallmark.com, Roadfood, HGTV.com, DIYnetwork.com and The Travel Channel and Discovery Channel sites – plus the most widely used search engines, Google and Yahoo!

Hitting the newsstands beginning in February, the print ads are slated to run through December in a mix of 27 national and regional publications. Go RVing’s print plan places the new one-and-one-third page ads in top-rated publications like Better Homes & Gardens, Family Circle, Ebony, Outside, Men’s Journal, AARP, National Geographic Traveler, Southern Living, Coastal Living and Outdoor Photographer.

In January Go RVing will launch its cable television buy with spots airing throughout the PBA bowling and “Xtreme Bulls” bull riding tours on ESPN. The campaign’s NASCAR presence will continue with a buy on the Speed Channel.

Click on the images below for PDFs of the new ads.