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Reaching out to millions in Go RVing’s primary and secondary target markets — families with children and empty nesters — the "Pursue Your Passions" television commercials will run for five weeks on ABC family-oriented prime time programming, starting February 10 during the network’s ratings "sweeps" week.

Go RVing is leveraging its entire $1.5 million network TV budget with ABC. According to RVIA’s VP of PR and Advertising Gary LaBella, the 17 spots on a dozen top shows will cast a wide net to maximize reach. Shows featuring Go RVing ads are: 8 Simple Rules, According to Jim, My Wife and Kids, America’s Funniest Videos, I’m with Her, Less Than Perfect, Married to the Kellys, Hope and Faith, Life with Bonnie, The Charlie Brown Valentine Special and George Lopez. Go RVing has again purchased spots on the popular Wonderful World of Disney. This year, the ads will appear during the broadcast of the feature movie The Princess Diaries.

To build on the prime-time broadcast TV kickoff, Go RVing ads will continue with a heavy schedule of targeted ad placements on top cable television networks. Forty weeks of NASCAR advertising on FOX Sports Net, FX and the Speed Channel will begin mid-February. On the National Geographic Channel, Go RVing will sponsor 30 vignettes running March through August that promote RV trips to National Parks. ESPN Major League Baseball on Wednesday nights will feature Go RVing commercials in the spring. The "Pursue Your Passions" ads will run on The Weather Channel March through August.

Direct response advertising on cable television and in magazines continues to be the most affordable way to boost frequency and generate consumer leads, campaign planners state. Go RVing’s TV spots will air continually March through October on cable networks including ABC Family, Animal Planet, Discovery Channel, HGTV, TLC, Travel Channel and Lifetime. February through September, our print ads will run in 28 national and regional publications including Better Homes & Gardens, Child, Family Circle, Field & Stream, Newsweek, Southern Living, Time and Woman’s Day.

Continuing with the successful Internet advertising strategy, 15 popular websites and search engines, including Ask Jeeves, eMode, AOL, Google, Maps.com, Weather.com and Yahoo!, will feature Go RVing ads from March through November.

In March, awareness-building network radio ads will launch. The 60-second spots will run through August on the popular sports talk shows hosted by Dan Patrick and Jim Rome, as well as the NBA Finals. Rounding out the radio buy are top-rated national programs including Paul Harvey’s News and Comment, Dick Clark’s Rock, Roll & Remember and American Country Countdown.

Capitalizing on National Buys

RV dealers, campgrounds, show promoters and their agencies can capitalize on Go RVing’s national television buy through the tie-in program. Registered participants are able to purchase the four 30-second television ads with space for a five-second tag for $250 through this program. By customizing these ads and purchasing local spots, dealers can take advantage of consumer awareness of the national campaign. The spots can be used on all cable television networks without incurring additional talent fees required to run them on local broadcast affiliates. For more information contact RVIA advertising manager, Margie Craig at 703-620- 6003 ext. 357.

Television Schedule for Go RVing Ads

The "Pursue Your Passions" television commercials will run for five weeks on ABC familyoriented prime time programming, starting February 10 during the network’s ratings "sweeps" week.

Go RVing is leveraging its entire $1.5 million network TV budget with ABC. According to Go RVing’s agency, The Richards Group, the 17 spots on a dozen top TV shows will cast a wide net to maximize reach. It is also spending $5.9 million on cable. 

Here is the ABC line up: