Go RVing’s “Go on a Real Vacation” campaign, launched this year to promote RVing as a top vacation alternative for consumers, saw 1 billion total impressions, over 2 million website visits and 204,000 “Find a Dealer” searches.
A separate, fall campaign launched in conjunction with the premiere of the film the Addams Family 2, in which the family takes a cross-country RV road trip. The campaign garnered over 213 million impressions and 148 thousand website visits. Half of Go RVing’s television buy was featured in primetime.
The Addams Family promotion also saw the introduction of Go RVing’s TikTok. The clips garnered an increase in ad recall (5.5%), awareness (8.6%), favorability (4.9%) and intent of (4.3%).
Through a micro-targeting campaign in 188 markets across the country, Go RVing accumulated 20 million impressions from a first-time buy with Gas Station TV. Messaging resonated with high value audience targets and ad completion rates were highest with this group across digital channels.
Planning for the 2022 media buy is underway.
