New Go RVing Commercials Start This Weekend

A new phase of the industry’s popular Go RVing marketing campaign – stressing the
affordability and value of recreational vehicles – launches this weekend with new
television spots and a revised Go
RVing website. The innovative new “Ambassadors of Affordability” animated television
commercials, including Charlie the Bear (shown here) are designed to re-energize the
consumer as the economy recovers. They will air in conjunction with the 2010 Winter
Olympics and Daytona 500 pre-race programming on SPEED. This expansive $8.25 million media
plan for 2010, designed to reach prospects with a wide variety of interests and media
habits, will give the “Go Affordably, Go RVing” campaign broad exposure at a pivotal time
in the industry’s recovery through television. The new ads, created by Go RVing’s
advertising agency, The Richards Group, utilize existing and unused creative material from
previous Go RVing campaigns as a cost-saving measure. “The affordability and value messages
in the new creative materials for Go RVing will show today’s cost-conscious consumers how
an RV can meet their family needs today as an affordable vacation option that will provide
them with years of pleasurable return on their investment,” said Gary LaBella, vice
president and chief marketing officer for the Recreation Vehicle Industry Association
(RVIA), which administers the program for the all-industry Go RVing coalition.