Update

Production of the three television commercials and five magazine advertisements that will launch nationally under the Go RVing banner next February is now underway at picturesque locations in the western U.S.

Shooting of both TV and print spots was taking place simultaneously at campground, lakeside and seashore locations in southern Oregon September 10-20 and at desert locations in Utah September 23-25. A 30-minute "getting started" video, to be sent to all prospects who call the campaign's toll-free number, is also being produced.

Baltimore-based Eisner and Associates, selected by the Go RVing Coalition in June 1995 following a screening of 23 top agencies, is producing the highly-anticipated campaign, which uses the theme, "Wherever You Go, You're Always at Home." RVIA's public relations staff is on location supervising the production and coordination of featured RVIA member vehicles.

Meanwhile, Eisner's media department is in the final stages of negotiations with several top magazines and cable networks. Either Good Housekeeping or Better Homes & Gardens will be the print campaign's centerpiece publication, depending upon which presents the most attractive rates and promotion package. Both have proposed exciting sweepstakes to move prospects onto dealer lots. Southern Living, Sunset, Smithsonian and The Disney Channel magazine are also top candidates to run the ads.

The TV commercials are currently slated to air on these top cable networks: Nick at Nite, Discovery, CNN, CNN Headline News, TNT, A&E, the Learning Channel and the Weather Channel. The final print and television ads will be shown to the industry for the first time at the National RV Show in Louis-ville and begin running in February '97.

Suppliers To Help Fund Effort

To help fund the $5 million per year campaign, RVIA members approved two separate measures that institute special assessments on supplier and associate members.

One mechanism places a 10 percent assessment on supplier and associate member dues. That assessment, which begins October 1, 1996 and continues for two years, will raise approximately $50,000 each year.

The second measure puts a $350 flat rate surcharge on all supplier booths at the 1997 and 1998 National RV Shows. This will raise $200,000 annually.

These two measures are in addition to RVIA's mandatory $22 assessment placed on new units built by member manufacturers to fund the majority of the campaign.

Dealer Tie-In Program

Under a plan proposed by RVDA, RV dealers will be able to coordinate their local promotional efforts with the Go RVing campaign by purchasing customized advertising and marketing materials.

Any RV dealer who sells new units is eligible to become a Go RVing Dealer at no cost by pledging to provide special treatment to first-time buyer prospects and to help measure the success of the campaign.

These dealers will receive a free listing in the promotional material sent to consumers in up to three different states who call the toll-free number that appears in the ads. Go RVing Dealers will receive regular reports on the progress and impact of the campaign from the Coalition.

Dealers will also be able to buy a promotional package that consists of posters of the national ads; ad slicks and logos featuring the national campaign theme; registration materials and posters for an RV sweepstakes that will be conducted with the centerpiece magazine; a copy of the "getting started" first-time buyer video to play at the dealership; and consumer leads generated by the campaign.

Customized versions of TV and radio ads with dealer-specific tag lines and point-of-purchase materials will also be available for an additional charge.

RVDA began recruiting Go RVing Dealers and selling the promotional packages at their convention in Orlando last month. A survey of RVDA's membership found that 95 percent of respondents would use advertising, point-of-purchase and direct marketing materials based on the campaign.

Additional Support Sought

ARVC is conducting a direct mail campaign of their members to solicit $1 per campsite contributions to the Go RVing initiative.

In addition to manufacturer and supplier funding of the campaign, RVIA is also launching a program that would allow members to make voluntary contributions to further demonstrate their support of the Go RVing effort. Based on the amount of their supplemental donations, contributors will receive various levels of benefits, including special recognition among fellow industry members and RV dealers in RVIA publications and at Louisville.