Tom Faludy, chairman of the Go RVing Coalition and president of Carfree of Colorado, said, "The right market ... the right time ... and the right message" He said RV industry sales have reached a 20-year high during the first three quarters of 1998 and that success is certainly due in part to the high visibility Go RVing campaign. Faludy noted that AAA is reporting that 40 percent of baby boomers between the ages of 34-54 will take leisure trips next year. The Travel Industry Association predicts that there will be 108 million family trips. RVs provide the perfect way for the baby boomer family to enjoy quality time in a relaxed environment and industry leaders predict that the Go RVing campaign will reach this marketplace more often next year. Gary LaBella, RVIA vice president, Public Relations and Advertising, noted the success of the Go RVing campaign and provided statistics to back up his statements. LaBella reported that the awareness of the campaign tag line, "Wherever you go, you're always at home," has grown to 21 percent among baby boomers with children ... the campaign's target audience. Humphreys, (top) Lobella, (center) Molino, (bottom) There was increased positive movement after the second series of ads ran in January to July 1998 campaign. The Go RVing campaign is changing attitudes toward RVs. Evidence of this change is reflected in questions that showed a 34 percent increase in consumers who think that owning an RV might make them more satisfied with life; a 23 percent increase in consumers who thought that people who own RVs are the kind of people they would want as friends; an 11 percent decrease in the perception that RVs are primarily for older, retired people; and an increase of 6 percent in the perception that spending time in an RV campground would be a good way to make new friends. The media budget, now at $6 million, has been increased by $1 million. Go RVing ads will air on national network and cable television and will appear in 13 national print publications from January to June 1999. This includes prime time appearances on The Wonderful World of Disney, which airs Sunday nights on ABC. The budget for national and cable TV is $4 million, and the other $2 million will be spent on 45 full-page ads in print media. LaBella noted that the www.gorving.com web site would be included in all advertising starting in January. The campaign has generated approximately 103,000 leads that have been distributed to the 500 participating dealers who signed up for the $125 dealer package. In 1999, the leads will be further qualified as hot, medium, or lukewarm. continued