After countless family dinners, holiday parties and integral life moments, a home’s interior begins to chip. Owners remodel their homes with shining tile, sparkling counters and humming appliances to enable more memory-making.
Just as a home is revamped to continue providing for families, Go RVing Canada rebranded to resonate with a younger audience.
Go RVing Canada was established 25 years ago. Now, the coalition has completed its first rebranding with a fresh logo, a website redesign and a new campaign to support dealers in attracting consumers.
Go RVing Canada President Chris Mahony said the association’s audience has shifted in the past few years, as have its resources. According to Mahony, Go RVing Canada’s target audience has gotten younger.
“We wanted to come up with something that was still inspiring to our viewers and experienced campers alike,” Mahony said, “but that celebrated the values that have helped guide Go RVing Canada and the entire RV industry for the last two decades.”
According to RVDA of Canada President Eleonore Hamm, the coalition wanted the new logo to be very distinct. She referenced brand logos such as Instagram’s logo that audiences immediately recognize. She said the association hopes the logo will become very recognizable.
Mahony said, “We want people to have their own interpretation of it.”
He said the geometric logo could be a winding road, a heartbeat or a mountain landscape. The coalition chose not to feature an RV on the logo to better align with the outdoor lifestyle.
The campaign is titled “What’s Your Wild Worth?” and will connect to the association’s main Wildhood campaign. The initiative will focus on affordability.
Hamm said, “We are really trying to get that message out to both our members, but as well as to consumers, to understand that RVing is a very affordable family alternative to some of the higher-cost vacations.”
The coalition’s new campaign connects the outdoors and time. Mahony said the campaign conveys the message that “time outdoors is better time spent.”
In September, Go RVing dealers will receive campaign materials including posters and 15-second video clips. The clip lengths were chosen based on YouTube’s non-skippable ad times. The video clips may also apply to short-form videos such as Instagram reels.
The rebrand additionally includes a redesigned website. The site will launch in September and provide various consumer functions such as a key performance indicator (KPI) affordability calculator and dealer/campgrounds listings. The fonts and color palette will also change.
Mahony said, “You are going to see a completely new look and feel for Go RVing in Canada.”
