Executive Director’s Commentary
By Don Eversmann, F240000
Did you watch the Winter Olympics on television this year? If you did, you probably also witnessed the debut of the new Go RVing television ads. The ads that aired during Olympics coverage kicked off the fourth three-year campaign of the highly successful promotions that have generated significant interest in the RV lifestyle. The intent of the ads is to interest viewers in the camping/RVing lifestyle in general, not specifically motorhoming. As we all know, very few of today’s motorhome owners bought a motorhome for their first camping experience. Most of us started out in another form of RV and have since graduated to a motorhome.
The $66 million Go RVing campaign that debuted in February 2006 during the Winter Olympics will continue through December 2008. The campaign includes five television commercials, eight large print ads that will appear in a mix of 28 national and regional publications, and seven Web ads, all of which visually answer the question “What Will You Discover?” And you might even hear the Go RVing message at your local movie theater. A special 60-second promotional spot has been designed to air during the previews of some G-rated and PG-rated movies in the month of April.
FMC magazine publishes the print ads that specifically depict motorhomes (on a space-available basis) as a way of supporting the campaign. An example appears on page 129 of this issue, on page 143 of the February issue, and on page 122 of the March issue. The new creative concepts target adults between the ages of 30 and 49 with children and “empty nesters” between the ages of 50 and 64.
I have been fortunate to have had the opportunity to work with these campaigns as a member of one of the Go RVing committees and have seen the success that the program has brought to the RV industry. I can assure you that the Go RVing campaigns not only help the manufacturing and sales area of the industry, but also have far-reaching importance to the recognition that the industry and organizations such as FMCA have in tourism and commerce. As part of the campaign, periodic surveys are done to measure the impact on awareness and RV purchase intentions, and both have increased steadily in the years since the Go RVing campaign first began in 1997. The campaign is the product of an industry coalition that involves RV manufacturers, dealers, campgrounds, and component suppliers.
I would encourage you as you see these ads and promotions to share them with others since they are new and folks likely will be seeing them on TV and in some of their favorite magazines. Tell others about the ads as you see and enjoy them “” and I know you will. They are thought-provoking and entertaining. Pass the concept of the ads on to others and share your love of the lifestyle by suggesting that your children become involved in the RV lifestyle with their own families as you did years ago when they were young. They might have to start with a pop-up camper, but someday they may follow in your footsteps and move up to a motorhome and join FMCA. You might consider making plans for a trip with your grandchildren this summer to share the joys of RVing with them. Take them to an area rally or to an international convention where they can participate in the youth activities.
We all know how hurried our lives are and how many of those special moments with our children are lost. RVing allows us to slow down and spend quality time together in this busy world. As you no doubt have discovered yourselves, the benefits of going RVing are many “” from reconnecting with family to enjoying the health dividends of outdoor recreation. Once you have shared your interest, encourage friends and family to visit the Go RVing Web site “” GoRVing.com “” or call 888-Go RVing (888-467-8464) and request a free CD-ROM or DVD filled with information about RV travel and ownership.
Remember as you promote FMCA to your friends and family that membership in the association is open to all owners of motorhomes “” be it a type A, B, or C, or a coach conversion. All of these motorized, self-contained recreation vehicles qualify for membership in FMCA, so your friends and family members don’t need to wait until they buy that type A that only sleeps two to become involved in FMCA. The stage of life where they’re enjoying RVing with their young families is the perfect time to join the association.