Case Study for Agency
03-1013263-773

THE GO RVING COALITION

CHALLENGE: The GO RVing Coalition wanted to reposition Recreation
Vehicles to be more attractive to the baby boomer market.

SOLUTION: We created a national marketing campaign using television and
print to reach the target. The campaign is based on extensive consumer
research which included sending teams of account planners all over the
country in RVs to spend time in RV camps getting to know the product,
but, more importantly, getting to know the people for which the RV
fulfills important lifestyle needs.

This, along with other research, taught us that the Recreation Vehicle
is actually the means to the end, not the end itself. Thus, the
advertising sells the experience and fulfillment that comes from the
experience versus the product features of a Recreation Vehicle.

Beyond developing the national print and television advertising
campaign, we have also developed the video fulfillment piece, a broad
spectrum of dealer level programs, co-op promotions with other products
used by RVers and an RV homepage.

RESULTS: Through year two, over 120,000 sales leads generated (20% over
projection). Advertising awareness and key perceptual measurements have
increased dramatically.