Improving business conditions and a climate favoring RV travel promise continued success for the Go RVing campaign.  "The campaign emphasizes the advantages of RV travel using imagery of the freedom, flexibility, relaxation and control RVers enjoy, "said LaBella. "In today's travel climate, these attributes are extremely appealing to Americans, and the growing response to our ads demonstrates this."

Go RVing ads have generated more than 4 billion target impressions and 370, 000 consumer leads since they began running in February 1997. The campaign seeks to boost RV awareness and attract more purchasers in their 30s, 40s and 50s, encompassing the vast baby boom generation with children at home, as well as active empty nesters.

New market research by the University of Michigan found U. S. ownership of RVs has reached record levels, with baby boomers driving the gains. Since the Go RVing campaign began in 1997, the number of RVs owned by 35 to 54-year-olds grew faster than all other age groups, the study reveals. Long-term signs point to continued market growth as more boomers enter the primary buying years for RVs.

In addition, a recent national study conducted by SIR Marketing and Opinion Research, Richmond, VA,  showed that since the Go RVing campaign debuted in 1997,  recall of RV advertising has increased to record levels, RV attitudes among consumers aware of the campaign has improved, and the number of likely buyers continues to g row.

Despite 2001's uncertain travel and economic climate,  consumer response to the current "Go RVing. Life's A Trip" campaign has reached record levels. Nearly 120, 000 Go RVing "getting-started" videos were requested in 2001 through the toll-free 1-888-Go RVing hotline,  the GoRVing.com website and additional media coverage--a 40 percent increase over 2000. A record 1 million consumers visited GoRVing.com in 2001, with close to half logging on for the first time.

The Go RVing Coalition,  formed in 1994, consists of RV manufacturers, component suppliers, dealers and campgrounds. Go RVing works to provide the public and media with pertinent information about the benefits of RV travel and to foster customer satisfaction with the RV experience through customer research conducted by its Committee on Excellence. For more information visit GoRVing.com.