Go RVing Launches First-Ever Kick Off to Camping Season Campaign Backed by a Multi-Million Advertising Buy

Designed to ignite consumer interest and drive traffic to RV dealers nationwide as the spring/summer vacation season approaches, 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.

Under the Kick Off to Camping Season banner, the industry’s most innovative new products will be introduced to consumers when the RV Reveal at RVX is livestreamed through a custom microsite on GoRVing.com. 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, Vice President 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.”

For RVX, Go RVing’s research data was used to create nine archetype categories, matching consumer use with the newest RVs in the marketplace. Focusing on lifestyle values rather than RV type, Go RVing approached top consumer publications whose readership align with the categories and invited them to experience RVX.  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.”

Go RVing staff and its three public relations agencies have been working with media representing the best in general/lifestyle, business and the outdoor community. Invitations to attend RVX have been extended and personal follow-up is in progress in order to bring a wide breadth of media attention to the event and lifestyle.

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 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.

RVX and the industry innovation are part of the messaging, but the Kick Off to Camping Season campaign will continue into the early summer with a focus on how RVs can enhance consumers’ vacation plans. Go RVing will provide participating RV dealers media plans to connect with their local audiences.

Following RVX, a number of media partners will embark on RV road trips to experience the lifestyle first-hand and will develop feature stories from those excursions. At Go RVing’s spring and summer experiential events, the newest RVs will be featured bringing innovation to the consumers who can see, feel and tour the displayed vehicles. Go RVing is the presenting sponsor of the Outside Experience on the banks of Lake Michigan in downtown Chicago in July. This premiere event will allow urban and suburban families to test outdoor sporting equipment and Go RVing will own the event’s adventure vehicle area where an RV village will be assembled featuring multiple vehicles to excite consumers’ desire to explore. The Kick Off to Camping Season campaign provides a great unifying message that RV dealers, manufacturers and suppliers can promote, making the message of RV travel and adventure that much more powerful.

Contact: Kevin Broom, Go RVing; kbroom@rvia.org; 571-665-5844

Go RVing To Exhibit For First Time at Outdoor Retailer Snow Show

Go RVing, the marketing communications initiative of the RV industry will exhibit at the 2019 Outdoor Retailer Snow Show for the first time at the Colorado Convention Center in Denver. Fueled by the ground-breaking Go RVing campaign, the popularity of RVing has soared to an all-time high.

The success of Go RVing has capitalized on America’s love of the road trip and pushed RV sales and usage to new heights. RV enthusiasts live — and love — vehicle-supported adventure, and more outdoor recreation enthusiasts are proudly adding themselves to the ranks of RV owners. With the growth and expansion of the $50-plus billion RV industry, Go RVing is working to strengthen its connection with outdoor recreation communities.

Go RVing’s on-floor presence aims to increase the visibility, engagement and reach of the RV lifestyle, ultimately inviting more enthusiastic RV owners to join the growing tribe of mobile, vehicle-supported adventurers. The booth will showcase adventure-ready rigs: the Manta, made by Taxa Outdoors, and Lance Camper’s 1172 Truck Camper with an All Weather Package.

Go RVing will also preview its upcoming RVX: The RV Experience showcase, taking place in Salt Lake City at the Calvin L. Rampton Salt Palace Convention Center in March 2019. The event will launch Go RVing’s multi-million dollar “Kick Off to Camping Season” campaign and will deliver an experience designed to equip attendees with all they need to grow their relationship and relevance with existing and future RV owners. The show starts with The Reveal, which will unveil the latest innovations in RVs and make RVing and outdoor adventure top of mind for consumers.

“RVX brings together the RV industry and the outdoors community in a venue where manufacturers and suppliers will unveil the latest RV products and showcase them at a major consumer media event,” said Go RVing vice president Karen Redfern. “We’re excited to launch several media partnerships built around nine consumer archetypes and the products that best fit their lifestyles. The Kick Off to Camping Season campaign will drive consumer awareness around these products throughout the spring and summer.”

For more about RVX, visit rvx.org. To learn more about the future of the RV industry, tune in to episode 48 of the Channel Mastery Podcast featuring Frank Hugelmeyer, president of the RV Industry Association.

Contact: Kevin Broom, Go RVing; kbroom@rvia.org; 571-665-5844

Alan Taylor to Host RVX Live

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RVX: The RV Experience will showcase the latest innovations and newest RV products, and will also be an opportunity for discussion of changing consumer habits, growing consumer segments and emerging trends.

At the inaugural event, award winning radio and television host Alan Taylor will be hosting live interviews on the RVX exhibit hall floor, March 12 – 14 in Salt Lake City. RVX Live will feature one-on-one conversations with industry leaders, media members and influencers, and outdoor celebrities as they discuss the changing landscape of the camping and RV lifestyle, as well as the latest trends in new RVs and outdoor gear.

Taylor has been entertaining a global audience for more than 30 years. His expertise and quick wit have entertained millions as a featured automotive expert on ABC, CBS, CNN, FOX, NBC and others, including over 18 years on daytime’s #1 morning talk show, “LIVE! with Kelly.” Taylor is also the man behind the mic as the host of some of the most popular weekend talk shows in radio, THE DRIVE with Alan Taylor and Entrepreneur Weekly with Entrepreneur Magazine.

Be a part of the conversation at the RVX Live booth, directly across the aisle from Thor Industries, Inc. (booth # 2700).

Contact: Kevin Broom, Go RVing; kbroom@rvia.org; 571-665-5844

Rutledge Wood to Host Reveal and Top Tech Challenge at RVX

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NBC Auto Racing Analyst and former host of Top Gear U.S., Rutledge Wood, will be the host of The Reveal and the Top Tech Challenge at RVX: The RV Experience, March 12-14 in Salt Lake City. The event is a national showcase designed to highlight the latest innovations and newest models in the RV market.

After graduating from the University of Georgia with a marketing degree, Wood traveled across America for Country Music Television and fell in love with the open road. In 2005, he started working for the SPEED Channel traveling the NASCAR circuit, which led him to a spot to host Top Gear US on the History Channel, airing in over 100 countries in 80 different languages. In 2015, Rutledge began covering NASCAR and a multitude of other events for NBC Sports. He’s covered the Kentucky Derby, the 2016 Summer Olympics in Brazil, the 2018 Winter Olympics in South Korea and many other great events in the sports world. 2017 saw the debut of Rutledge’s passion of cooking and travel with the show “Southern and Hungry” on the Cooking Channel, which highlights the love of Southern cuisine and travel.

“I spend my work life on the road at so many events that surround the RVing life style,” said Wood. “Whether it’s covering NASCAR for NBC Sports, or traveling with my family across the country, it’s something that’s a part of me. I’m so excited to be a part of The Reveal and the Top Tech Challenge and see all of the newest and greatest RVs this industry has to offer.”

The Reveal, Presented by DISH Network, is a re-imagined opening session that will unveil the best of the best RVs chosen by a consumer-focused panel, and streamed online to thousands of consumers through Go RVing. Designed to excite the market just as consumers are planning their spring and summer vacations, The Reveal will take place Tuesday, March 12 from 1pm – 3pm MST.

The Second Annual RV Technical Institute Top Tech Challenge, taking place Wednesday, March 13 from 4pm – 6pm MST, will pit some of the best service techs in the country against each other in a winner-take-all live competition, to diagnose RV service issues the fastest.

For more information or to register, please visit RVX.org.

Contact: Kevin Broom, Go RVing; kbroom@rvia.org; 571-665-5844