Go RVing Drives RV Messaging Through Earned Media In 2019

Jan 15, 2020 RV Industry Association Staff

The Go RVing public relations team executed on a comprehensive media plan in 2019 that delivered hundreds of placements across a wide array of media outlets and platforms to drive key RV industry messages about the benefits of RV ownership and usage, and the health of the RV industry.

The Go RVing earned media campaign touched all the points where consumers get information – mainstream print, television and radio, online outlets and social influencers, as well as national, regional and local outlets.

The results: an estimated 463 million impressions with an approximate value of $5.5 million.

Highlights for the year included RV stories and messaging in high-value outlets, including:

  • The Wall Street Journal
  • CNBC
  • Forbes.com
  • Chicago Tribune
  • Bloomberg TV and Radio
  • Reuters
  • Popular Mechanics
  • FOX News
  • FOX Business
  • Yahoo News
  • Tampa Bay Times
  • Curbed.com
  • Minneapolis Star Tribune
  • HipHomeSchoolMoms.com
  • LaCooquette
  • GearJunkie.com
  • Washington Post
  • Trendy Latina, and more.

Earned media which focuses on persuading news media to secure coverage and then working with them to provide information and messaging is a key component of the Go RVing media strategy because of the value of the independent third-party endorsement provided by media outlets and personalities. The enthusiasm and excitement for RVs and the RV lifestyle in the stories helps deliver the core industry messages that RVs are a fun and popular way to spend time with loved ones.

The PR team is updating the plan for 2020 and anticipates another exciting year of generating positive news coverage for RVs and the RV industry. If you have questions or would like to be contacted to provide vehicles for media opportunities, please contact Kevin Broom, director of media relations, at kbroom@rvia.org.

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