Go RVing reviewed several 2023 brand lift studies with media partners, measuring ad campaigns’ effectiveness with targeted audiences.
Go RVing said the data review reinforces the coalition’s opportunity to cultivate new RV buyers in under-reached demographics groups.
“The Go RVing team will continue to make heavy investments in emerging audiences,” the coalition said, “to drive awareness and consideration of RVing.”
Among the research Go RVing collected and reviewed was data finding both Black and Hispanic audiences were least experienced with RV travel compared with other forms of travel.
The data showed among respondents aged 18-54, only 11% of Blacks and 15% of Hispanics had experience with RVing. Go RVing said the industry had a long road with each audience to build RVing familiarity. However, the coalition said the effort represented a “massive opportunity” to convert consumers into RVers.
Go RVing also noted powerful connections between its ad campaigns and LGBTQ+ audiences. In the studies, Go RVing was the only brand to significantly increase purchase intent among LGBTQ+ consumers who viewed Go RVing ads. Go RVing’s ads raised more awareness than ads from categories such as automotive, pharmaceutical and hotels.
