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Cover Story RVIA members have overwhelmingly approved a three-year, mandatory $22 per unit assessment on new RVs to help fund what will be the first national, institutional advertising campaign in the history of the RV industry. In results announced at a May 8th RVIA membership meeting in South Bend, 73% (128) of RVIA members casting ballots favored the funding measure, 23% (40) opposed it and 4% (7) abstained. The RVIA vote paves the way for an early spring 1997 launch of the unprecedented $5 million per year advertising and promotion campaign, to be sponsored by the newly named "Go RVing Coalition." Made up of RVIA, RVDA, ARVC, several state RV associations, WDA and other RV and campground industry representatives, the coalition's mission is to expand and reinforce the RV market while working together to ensure that RVers enjoy a world-class travel and vacation experience. RVIA, RVDA and ARVC will all participate in the management of the Go RVing nonprofit corporation to be formed to direct the campaign. The RVIA manufacturer assessment will be the primary source of funding for the three-year advertising and promotion program being developed by Baltimore-based Eisner & Associates. It will be supplemented by fund raising programs to be instituted by RVIA supplier and associate members, RVDA, ARVC and state RV associations. The assessment, which is being metered against purchases of RVIA seals as of May 9, does not include conversion vehicles. Using the theme "Recreation Vehicles -- Wherever You Go, You're Always at Home," the campaign will consist of magazine and cable television ads placed in media outlets targeted to reach over 32 million baby boomers with children -- identified by Louis Harris & Associates as the most likely RV buyer prospects -- as well as current and former owners. RVIA president David J. Humphreys said, "Market research experts, including Dr. Richard Curtin of the University of Michigan Survey Research Center, have told us we must seize the moment to attract millions of baby boomers who will be prime RV market prospects over the next 15 years. By approving mandatory funding for the coalition campaign, RVIA members are taking a leadership role to launch a new era in market expansion." With funding now in place, production is scheduled to begin this summer on the campaign's five print and three television ads, featuring scenes of people of all ages in various settings using RVs. The ads will employ research-based messages to reach a new generation of RV buyers while reinforcing the appeal of RV travel to current and former owners. Key to the ads will be a toll-free number for consumers to call to receive a free video brochure detailing helpful information about RV travel and ownership and listing locations of campaign supporters. National magazines in the campaign media plan include Better Homes and Gardens, Midwest Living, Country America and other publications whose readers match RV prospect profiles. Likely cable networks include Nickelodeon, Discovery, The Travel Channel and The Weather Channel. |
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