2022 Media Planning is underway for the Go RVing team, who are working closely with media buying agency, UM.
The team will focus their efforts to recruit, diversify and retain RVers. A broad media mix is planned, Go RVing said, focusing awareness efforts on outdoor enthusiasts and child-free explorers, as well as diverse groups. Targeted media will encourage “one more weekend” for current RV owners.
Courtney Bias, Go RVing director of strategic marketing and communications, said the organization is seeking to ensure RV advertisements reflect the demographics of America.
“Go RVing firmly believes RVing is for everyone and that our commercials should be an open invitation to all,” Bias said. “Talent in our ads should reflect the diversity of America and our own unique individuality.”
Go RVing named flexibility in accommodating macroeconomic trends as one of its top priorities for 2022 media planning, especially as the trends relate to the RV industry. The team continues to follow a full-funnel data approach to media planning, to take Go RVing beyond the awareness program it was historically known for and to drive consumers deeper into the purchase funnel, and into their local dealerships.
The media plan will be enhanced with updated “Go on a Real Vacation” campaign assets. Shooting for the new assets began in fall 2021 in the South Bend, Indiana area and wrapped up this month in California. Go RVing worked with manufacturers to secure nearly 50 different RVs ranging from small travel trailers to large motorhomes.
Go RVing commercials are scheduled to appear on national TV, satellite and terrestrial radio, in print and across digital channels and social media throughout 2022.
