Go RVing Media Planning Underway

2022 Media Planning is underway for the Go RVing team. Working closely with media buying agency, UM, the team will focus their efforts to recruit, diversify, and retain RVers. A broad media mix will generate top of mind RV awareness and consideration to high value audiences of outdoor enthusiasts and child-free explorers as well as increase awareness and consideration of RVing to diverse audiences. Targeted media will encourage “1 More Weekend” for current RV owners.

A top priority for 2022 media planning is ensuring the plan has flexibility to accommodate macroeconomic trends as they relate to the RV industry. The team continues to follow a full-funnel data approach to media planning, to take Go RVing beyond the awareness program it was historically known for and to drive consumers deeper into the purchase funnel, and into their local dealerships. 

The media plan will be enhanced with updated “Go on a Real Vacation” campaign assets. Shooting for the new assets began in fall 2021 in the South Bend, IN area and wrapped up this month in California. Go RVing worked with manufacturers to secure nearly 50 different RVs ranging from small travel trailers to large motorhomes. In addition to the variety of RVs, the Go RVing team also focused on diverse casting. 

“Go RVing firmly believes RVing is for everyone and that our commercials should be an open invitation to all. Talent in our ads should reflect the diversity of America and our own unique individuality,” says Go RVing Director of Strategic Marketing and Communications Courtney Bias.

Look for Go RVing on National TV, satellite and terrestrial radio, print, and across digital channels and social media this spring and throughout 2022.