RVBusiness: Go RVing Campaign Remains An Image-Building Asset

As the all-industry Go RVing’s marketing program’s leadership and staff rolled out their 2022 campaign, they clearly did so with a glance over their shoulders at the initiative’s 25-year tenure and an appreciation for all of the time – and changes – that have transpired since 1997.

“It has survived the ups and downs of the market and the industry,” said RVIA Chief Marketing Officer and Senior Vice President Karen Redfern, who oversees the Go RVing campaign on behalf of its two co-owners – the RV Industry Association and the RV Dealers Association (RVDA).

“When you really stop to look at the consolidations that have happened in the industry, the addition of new companies that have come in and willingly supported the Go RVing program, it’s truly amazing to see how these industry members work together and support the program on a daily basis as far as the products that we need and making sure that, when we make that call to members, they are there to assist us,” added Redfern, whose RV Industry Association tenure dates back to 1988.

RV Industry Association President Craig Kirby, for his part, said he feels that Go RVing continues to check all the boxes for the industry it serves.

“I think Go RVing’s lasting strength has been as a unifier for the entire RV industry,” he told RVBusiness. “It’s remarkable when you consider how well all the parties have worked together to grow the industry for the past 25 years.”

What’s on board in 2022 for Go RVing, a program that answers to a six-person board of directors representing both RV Industry Association and RVDA plus an all-industry Go RVing Coalition under the direction of co-chairs Bob Wheeler, president and CEO of Airstream Inc., Jackson Center, Ohio; and Dan Pearson, president and CEO of PleasureLand RV Center, St. Cloud, Minn.

Meanwhile, the big news is obviously the recent debut of a new brand logo designed to appeal to a younger demographic.

Read the full article from RV Business here, beginning on page 34.