Go RVing’s Go on a Real Vacation campaign totaled more than 991 million impressions and 2.1 million link clicks in the second quarter of 2022.
Go RVing said the full-funnel approach is driving results across upper, mid and lower funnels. The group said recruiting efforts are performing well while non-RV owners are increasingly engaging with the campaign.
The group’s print campaign added QR codes this year for the first time. Print publication impressions are 51% higher than 2021, Go RVing said, while Pintrest posts have been 12% more efficient than 2021.
RVIA members and dealers participating in Go RVing’s tie-in program were sent new posters in the second quarter. The poster bundle includes five scenes, compared with three in previous years, featuring 12 RVs and outdoor activity scenes. All RV branding was removed from the new posters to provide dealers flexibility in use, Go RVing said.
Go RVing also added new video B-roll to its industry portal. The B-roll additions are Go RVing’s first since 2020 and are divided into four categories: lifestyle, driving, landscapes and action.
Two Go RVing campaigns ended. A yearlong project with RVers Brody Leven and Adam Clark told 14 stories about different RVers while highlighting activities beyond the traditional campground.
A summer series with Jeremy Puglisi came to a close in early August. Go RVing said the pieces’ popularity indicated consumers are looking for destinations and experiences as they go RVing.
“Consumers across the country have also continued to search for solutions to camping that go beyond traditional camping experiences as campground reservations remained difficult to obtain in some areas,” Go RVing said.
