Go RVing Celebrates ’24 and Launches 2025 Mktg. Campaign – RVBusiness – Breaking RV Industry News
As 2024 drew to a close, the Go RVing campaign run in partnership by the RV Industry Association and RV Dealers Association had a lot to celebrate.
“All in all, we are really pleased with the awareness that was created by the campaign this year and the amount of traffic to the Go RVing website. In all, we had 12 million unique visitors to Go RVing.com in 2024,” said Jeremy Greene, RVIA vice president, marketing.
What’s more, Go RVing’s partnership with the DreamWorks Animation on the Wild Robot movie that debuted in 2024 paid handsome dividends, generating 100,000 visits to Go RVing’s Wild Robot micro website, 20 million completed video views and 50 million overall impressions associated with that campaign, according to Greene.
“Even though it involved a limited spend by the campaign, it (the movie) was very targeted to families,” he said, noting the movie’s appeal to families with young children is a key demographic Go RVing seeks to reach. “Recall of the Wild Robot ads was very good and it allowed to us to reach that audience in a different way.”
Greene said Go RVing also was particularly pleased with its partnership with several social media influencers to generate consumer interest in RVs and the RV lifestyle. Among those Go RVing partnered with was three-time Olympic gold medalist Shaun White, who shared highlights of a 2024 RV trip on Instagram while also fondly recalling details of RVing when he was a child.
Meanwhile, Greene said Go RVing enjoyed continued success hosting experiential marketing events across the country, which in 2024 included showcasing RVs at 12 different events ranging from air shows to musical festivals to cultural community events to the Minnesota State Fair, which draws more than 730,000 annual attendees.
“We go to these events to show up in front of consumers in unexpected ways,” he explained. “Go RVing partners with local dealers to reach a rich target audience and to generate leads that funnel back to dealers.”
In 2024, the Go RVing campaign, operating across all channels, generated 2 billion impressions, up from 1.3 billion impressions in 2023, said Monika Geraci, RVIA senior director, public relations and communications. Still, generating impressions is only part of the goal, she added, noting the campaign’s efforts to convert RV awareness to RV rentals and sales.
For example, targeting people searching online for “traveling with pets” and directing them to Go RVing’s website is a more intensive and expensive proposition than people searching for “RV rentals,” but it’s also potentially more beneficial in terms of audience reach, Geraci explained.
“If they (consumers) are searching ‘RV rentals’ we’ve already won,” Greene added.
Building on Go RVing’s successes in 2024, Geraci said the campaign is excited to launch a new ad campaign called “Don’t Go There” that poke fun at the frustrations of hotel stays and airline travel. She noted that the ads, which will debut soon, build upon Go RVing’s “Go on a Real Vacation” ad campaign that has been running for several years.
