Dealers can sign up for an enhanced Go RVing tie-in program that will empower them to successfully implement the national campaign messages on a local level and more effectively target leads generated by the new Phase III ads.

The tie-in program, developed for dealers and their agencies, show promoters and campgrounds, will make its official industry debut at the all-industry opening breakfast, Outlook 2003, starting at 6:15 a.m. on Tuesday, December 3.

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"Responding to dealer input, Go RVing is offering a new local tie-in program that's flexible, easy to use and customize, and capitalizes on the Internet to deliver resources and information in a very cost-efficient and timely manner," said Gary LaBella, RVIA's vice president of public relations and advertising. The program features interactive components including a password-protected Go RVing extranet site that will serve as a one-stop resource offering three major user-friendly sections including Consumer Leads; The Marketing Toolbox; and Best Practices. The site is being developed by the full-service advertising agency chosen by the Go RVing Coalition to develop the campaign's third phase: The Richards Group of Dallas, Texas.

Based on additional analysis of Go RVing's Communications Planning Study by Harris Interactive, Richards is introducing an enhanced leads qualification process to better predict an ad respondent's willingness to consider an RV purchase. This will help dealers better categorize Go RVing leads for recontact. It will also enable them to take advantage of the new extranet's advertising tools to specifically target their leads, based on personal interests and attitudes of each prospect.

Using the new online Marketing Toolbox, dealers will be able to produce versions of the national TV, radio and print ads that can be localized with the addition of taglines advertising their own businesses. Users of the site will be able to view and listen to the national Go RVing TV and radio spots, then order a broadcast-quality dub to run on their local TV and radio stations.

The site will also house a Print Adbuilder that provides access to an online database of print ad components that allows users to select headlines and images, then customize the ad with their specific location information. The work can be downloaded to the user's computer or emailed to a print publication without the traditional cost of film, proofs, or shipping. The Marketing Toolbox will also contain an image database from which participating members can download high-quality images for use in advertising, direct-mail pieces, collateral materials, even yellow page ads.

The Best Practices section of the extranet will feature content ranging from general tips, such as the Go RVing Committee on Excellence's recommendations for creating a customer for life, to specific programs that generate immediate results, such as a particular association's direct marketing campaigns.

"By listening to Go RVing dealers and enhancing our tie-in program in response to their needs, we're confident the entire industry will have the necessary resources to boost the momentum of this highly successful market expansion program," said RVIA's LaBella. "We encourage all dealers to visit the Go RVing booth at the RVIA show for a hands-on demonstration of the many new interactive features being offered."

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.