April '14

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an industry this size with so many dif- ferent product lines to come together and agree on something to understand they are working for the greater good. e industry is behind it and everyone understands how it works." A s h u r s t a d d s , " W h e n yo u t h i n k about the RV industry, so often you want to draw parallels to other indus- tries, but this industry is unique. There is very little vertical integration from product creation to product sell, because the dealer sells so many different lines on the same lot. By taking this lifestyle approach and really promoting the cat- egory, we're putting the onus back on the consumer. That is why it works so well. If all products were trying to dif- ferentiate themselves, the message would be muddled quickly." It was in 2009, at the industry low point, that RV leaders put their heads together with e Richards Group and honed the message now found in the "Away" campaign. "We're in our third year of the 'Away' campaign," Ashurst notes. "Typically, after three years, we would look to come out with a new creative. But the message has been so strong, we're not going in a different direction. We will continue to expand on the 'Away' concept. It shows how strong they (Richards) are in the creative shop." And the voice of Tom Selleck figures highly in Go RVing's plans. His current contract has been extended through the end of 2014, and both parties will seek to extend it. "It has been a great relationship and great for the industr y," says Strohl. "From our standpoint, he is a terrific voice talent and a great solution to bringing the emotional connection to that spectrum." see in consumer books that the number of advertising pages has gone way down. It's mostly motorhome manufacturers that advertise, if anyone." Taig surmises that the success of the Go RVing program has convinced many within the RV industry to rely on its pol- ished story and the distinctive voice of actor Tom Selleck to do much of the talking for them. Behind Go RVing's Unique Message e Dallas-based Richards Group, the largest independently owned advertising agency in the U.S., is the creative mind behind the very successful Go RVing initiative. "In terms of leading the creative and media buying for the Go RVing initiative, the industry's promotional arm, the Rich- ards Group is day in, day out the most active agency for the entire RV industry," says James Ashurst, vice president of public relations and advertising for the RV Industry Association. is year's Go RVing contract calls for expenditures of $1.2 million with the Rich- ards Group, which maintains daily contact with RVIA staffers. Brand Manager Chad Strohl credits the cooperation of the RVIA and RV Dealers Association in making Go RVing a recognized success in American busi- ness – unique because of its sense of cooperation among intensely competi- tive businesses. "First and foremost, the industr y works together and has a complete buyout on the program itself," says Strohl. "at's what makes Go RVing such an enviable program. It's very difficult with Getting the Message Out rv-pro.com April 2014 • RV PRo • 19 Let your customers enjoy life. PDI leads the charge. Rely on our power converters/chargers with patented 4-stage Charge Wizard® battery management system. www.progressivedyn.com sales@progressivedyn.com 269-781-4241 Progressive Dynamics, Inc. TM Years 1 9 6 4-2 0 1 4 Manufactured and Serviced in the USA Ask about the PDI Advantage Blaylock Ad - 1/6 Page (horizontal) Final Trim Size: 4.625" x 2.375" C M Y K Lead ing U . S . Manufacturer MADE TOUGH IN THE U.S.A of Coupler Locks and Trailer Accessories Toll Free · 866-871-0170 · 5600 Midway RD · Fort Worth, TX 76117 · www.blaylockind.com RVPApr.indd 19 3/19/14 1:40 PM

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