Go RVing: ‘Vacation’ Campaign Popular, Summer Series Ends

Go RVing’s Go On a Real Vacation campaign is continuing to resonate with consumers, according to a News and Insight article published on the RV Industry Association (RVIA) website. Launched in 2020, it targets outdoor enthusiasts with at least one child in the household and is designed to appeal to travelers whose fly/cruise vacations have been put on hold. The campaign was popular among consumers after its initial release, and, two years later, continues to be a success.

The RVIA also announced in a separate News and Insights piece that Go RVing has wrapped up its summer series, “Let’s Go Camping.”

Hosted by author and avid RVer Jeremy Puglisi, Go RVing’s summer series about where to camp wrapped up in early August. Titled “Let’s Go Camping,” the series’ most-viewed episodes covered RV resort camping, KOA campgrounds, the beach, and Yogi Bear’s Jellystone Park Camp-Resorts.

The popularity of these pieces indicate that consumers are still on the lookout for destinations and experiences when they go RVing. This aligns with trends that other travel sectors are seeing as the travel category surges more broadly after two years of canceled plans and COVID-19 interruptions.

Consumers across the country have also continued to search for solutions to camping that go beyond traditional camping experiences, as campground reservations remained difficult to obtain in some areas. With this in mind, the series highlighted and provided tips for eight different camping experiences including boondocking, Harvest Hosts, state parks, a Jellystone, a KOA, camping close to home, beach camping, and RV resort camping.

Check out the full playlist here.

Regarding Go On A Real Vacation, the RVIA reported that during the second quarter of 2022, the campaign saw more than 991 million impressions and 2.1 million link clicks.

“The full-funnel approach to the campaign is still driving results across upper, mid, and lower funnels. ‘Recruit’ efforts are also seeing a strong performance, and non-RV owners are increasingly engaging with Go RVing’s creative content as well. ‘Find a Dealer’ and leads also continue to be strong,” the RVIA reported.

In addition, QR codes are a new addition to Go RVing’s print campaign this year, with the strongest engagement coming from partners at Meredith, Women’s Health, Runners World, and Outside. Impressions from print publications are up 51% over 2021.

Across digital channels, a mix of :06, :15, and :30 creative cuts continue to assist Go RVing in driving engagement, and Pinterest exceeded benchmarks in Q2, proving to be 12% more efficient over 2021.

For more data from the campaign and to see what is popular with consumers on Go RVing, log into the Industry Only Portal.

Source: https://rvbusiness.com/go-rving-vacation-campaign-popular-summer-series-ends/