by RVIA
Go RVing and RVIA public relations - the industry’s combined marketing
communications machine - are working together to combat the negative economic forces weighing
on the industry.
In response to high gas prices and media hype about an emerging “staycations”
trend keeping Americans home this summer, Go RVing and RVIA are promoting the
affordability and long-term value of RV travel and ownership.
RVIA’s public relations team has been successfully demonstrating to the nation’s
media that RVs are the most cost-effective way for a family to vacation, even when fuel
prices go up. This was the major finding of the vacation cost comparison study conducted by
PKF Consulting for RVIA earlier this year. A national sample of approximately 500 RV owners
concurred in the association’s latest Campfire Canvass survey on summer RV travel; more than
80 percent said they save by vacationing in an RV.
The news media has responded well to the counterintuitive story that RV
vacations are still a bargain despite high fuel prices. A Los Angeles area newspaper ran a
story headlined: “RVs seen as a vacation cost-cutter.” “Soaring fuel prices don’t have to
keep you at home this summer when you can take your home with you,” said the Kansas City
Star.
Similar themes ran through articles in newspapers around the country, including
New Jersey, Pennsylvania, South Carolina, and Arizona. The story also appeared on the FOX
Business website.
Meanwhile, Go RVing is communicating directly to consumers that RV vacations are
the most economical, and that now is a great time to buy. The home page of GoRVing.com
features expanded information about the economics of RVing, under the new tag line, “Go
Affordably. Go RVing.” Through June, over 1.5 million people had visited the site this
year.
Go RVing’s new travel blog, which is attracting more visitors than any web page
other than the home page and free video order form, recently included a personal accounting
of author Brad Herzog’s savings on travel with his family this summer. One consumer
responded, “Might I add: You save money by not cooling an entire house, all the appliances in
an RV are designed for energy efficiency, the average American uses 100 gallons per day of
water - our 175 gal tank lasted the two of us a week!”
Herzog is making these points forcefully in TV and newspaper interviews
nationwide on his current RVIA spokesperson tour.
Dealers and campgrounds are being given new ammunition to tie into RVIA and Go
RVing’s value campaign in the form of new headlines being posted on the local “ad builder”
for Go RVing tie-in program participants. "Spend The Time Of Your Life, Not Your Life
Savings," says one headline. Another advises, "Withdraw From Civilization, Not Your Savings
Account." The online image library for local advertising and marketing use is also being
updated to emphasize smaller, fuel-efficient product types.
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