New General RV Centers Brand Campaign Celebrates Campers

WIXOM, Mich. – General RV Center announced today in a press release the launch a new brand campaign designed to celebrate campers of all ages who embrace adventure and return with lasting memories and inspirational stories.

The phased, multi-layered campaign, “Come Home With A Story,” launches today and will include waves of cross-channel digital strategies including social media photo and story features, giveaways, a new commercial and more

As part of the 2023 immersive drive, campers will share their stories on General RV’s website for a chance to elevate their RVing experience with a $1,000 General RV parts gift card. Campers also will share their stories and photos on social media using the hashtags #GeneralRV and #ComeHomeWithAStory.

Over the past three years and due in part to the COVID-19 pandemic traveling restrictions, the RV industry has seen an influx of buyers and new RV owners. According to research conducted by Kampgrounds of America, the world’s largest network of privately owned campgrounds, the number of RVing households in North America increased by more than 3.5 million from 2019-2021. Additionally, the number of households that owned RVs increased by 62% during that time period.

In addition, studies have shown that recent college graduates, young families and remote working millennials have also embraced the RVing lifestyle. According to an RVIA survey, 65% of all RV buyers are millennials, and the average buyer is 33 years old.

“For the past 60 years, General RV has strived to help families make lifelong memories. Today, we’re building upon our company ethos, the very thing that drives our ‘why,’ to Come Home With A Story,” said Alicia Gewinner, General RV director of marketing and advertising. “It’s through this campaign that we aspire to create positive connections to the RV lifestyle for all RV owners and first-time purchasers.”

As the RV demographic continues to change, the path to purchase is also shifting. Research shows a buyer’s journey starts with a spark – something that connects and draws a customer to the RV lifestyle. A qualitative study published by GO RVing found that a positive RV camping experience is a strong indicator of whether or not a customer will buy a new RV from a dealership today. More than 25% of current and emerging campers cite positive camping experiences – whether during childhood or during the last five years – as positive influences on their path to purchase.

“We created this campaign to celebrate camping stories and to inspire,” Gewinner said. “We want to create a spark and show campers that every trip they take – big or small – you always come home with a story.”

The campaign also includes a new TV commercial. The spot transports viewers back to their favorite camping trip or experience with intimate glimpses of the stories and feelings people share.

This commercial will mark the first of many different iterations of paid ads and social content airing throughout the year that highlight the General RV brand, this initiative, and campers of all ages who come home with a story.

Source: https://rvbusiness.com/new-general-rv-centers-brand-campaign-celebrates-campers/