Go RVing Update

First Run of Go RVing Coalition TV, Print Ads Successfully Completed

The first cycle of the Go RVing Coalition's groundbreaking national advertising campaign came to a close on June 29 after a five-month run that increased the public's awareness of RV travel and energized the industry.

With ads airing on national and cable network television and appearing in top consumer magazines to coincide with the spring and summer RV selling season, the campaign created more than 677 million consumer impressions among the target group consisting of baby boomers.

It also generated 44,345 requests for the introductory RV video being offered through the toll-free hotline, 1-888-Go RVing, and through Parents magazine's reader service pages in conjunction with the campaign.

Averaged over the 89 days the ads ran in print and on television, the effort attracted 435 inquiries per day.

"We're very encouraged by the campaign's performance in its inaugural year," said Coalition chairman Tom Faludy of Carefree of Colorado. "The volume of calls is impressive, and the ads really seem to be striking a chord with the boomer market."

The three-year campaign is funded primarily through an assessment on new units built by RVIA-member manufacturers. Surcharges on RVIA supplier and associate members as well as supplemental programs conducted by RVIA, RVDA, ARVC and many state associations are also contributing funds. "The Coalition is in very good condition financially," said Faludy.

Hitting the Target

Based on information volunteered by callers to the hotline, the campaign is hitting the target audience established by the Coalition. Among those callers who provided data, 51 percent were in the target demographic of adults age 31 to 50. Sixty-five percent have never owned an RV. Recent preliminary research of hotline callers by RVIA provides more promising information. After viewing the video, 90 percent of those who have never owned an RV think they'd like RV travel. Over half the callers surveyed said they planned to visit an RV dealer within a year. The survey also provided testimonials from callers on the effectiveness of the campaign and video. "Since receiving the video, we bought a 27-foot travel trailer," wrote Carl and Patricia Smith, a boomer couple from Franklin, NH.

RV dealers are reporting that the campaign is helping to "move the needle."

"We've had more first time buyers this spring than we have experienced in the past," said Teresa Giese, Lewie's Trailer Sales, Brainerd, MN. "The campaign is leaving a lasting impression."

Measuring Campaign Impact

The campaign's performance against the Coalition's primary goals of image enhancement and attitudinal impact is being assessed by SIR Marketing and Opinion Research now that the first year of media buys is completed.

Post-campaign surveys of a national sample of 1,600 persons representing all consumers aged 30-49, with children, some college and a household income of $35,000 or more began in July. Interviews will also be conducted with 600 Good Housekeeping, Country Living and Parents subscribers who match target demographics.

A comparable sample of 2,200 consumers was interviewed prior to the campaign's launch to determine their RV ad awareness and agreements with messages in the ads.

The same questions were asked in the post-campaign research. Results from the two surveys will be compared to gauge the impact of the first run of ads on the target market.

Ongoing Effort

Although the first run of ads has concluded, intense activity still surrounds the Go RVing effort in addition to the post campaign research.

The campaign hotline remains operational to handle consumer requests generated throughout the year by Go RVing and RVIA media relations programs that promote the toll-free number.

In September, the Go RVing Coalition will meet to discuss future elements of the campaign.

The group's Committee on Excellence also continues to make progress in its mission to improve industry quality.

RVN