Objective:

To increase awareness among non-RV owners and to generate sales leads for RV dealers.

Target Audience:

The primary target audience was adults ages 30-49.  The secondary target audience was adults ages 50-64.

How Magazines Were Used:

The use of magazines as part of the overall media plan delivered both objectives.  As well, by selecting magazine categories, the Go RVing brand was associated with relevant editorial that speaks to the target’s passion points and allows for selective targeting of the desired demographic audience.

Results:

Led to more than 262,500 new sales leads (+30%).

Expanded prospect universe—requests for video from non-RV owners rose 16%.

Industry Awards:

2007 Kelly Awards Finalist

Other Recognition:

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