RV organization promotes industry's 100-year anniversary

RESTON, VA: The Recreation Vehicle Industry Association (RVIA) plans to leverage its 100th anniversary in a long-term marketing mission to engage its RV manufacturer partners and stimulate the RV industry.

RESTON, VA: The Recreation Vehicle Industry Association (RVIA) plans to leverage its 100 anniversary in a long-term marketing mission to engage its RV manufacturer partners and stimulate the RV industry. Working with AOR Philadelphia-based Barton Gilanelli & Associates, the organization plans to celebrate the longevity and history of the industry, which began in 1910, through an initiative that includes a themed national RV tour, social media promotion, and customizable branding material for RV manufacturers.

“One message is the longevity of the industry and how the same spirit which led to the industry being created - the spirit of exploration - that's alive just as much in 2010 as it was in 1910,” said Kevin Broom, director of media relations at RVIA. “We want [our partners] to use it as a hook for their own celebration and promotion.”

The campaign will kick off a week after Thanksgiving, during the annual RV trade show in Louisville, KY, where the team will unveil its centennial logo and preview a video chronicling the history of the vehicle.

In an effort to attract media at the beginning of the spring travel season, the team tapped RV vintage collector and historian David Woodworth to lead a national centennial caravan in one of his early RVs. The tour will start in New York in April, and the team will promote the effort at RV membership clubs to encourage people who own the vehicles to join the caravan.

That June the company will host a celebratory party for media, legislatures, and local political figures in Elkhart, IN, which Broom noted is home of the RV museum and birthplace of 65% of RVs in the US.

“Like most industries we do have our legislative issues,” he said. “It's a significant part of industry in Indiana.”

The team plans on promoting the initiative via a 100 Anniversary Web page on GoRVing.com, which will host the video and centennial information; an SMT; and outreach to national newspapers and magazines, travel books, and family and parenting outlets. The team will also post the video on YouTube, promote the initiative on its Facebook and Twitter pages, and provide manufacturers with banner ad templates on its site to promote the anniversary with their own brands.

“We're presenting media with unique and interesting people who are RV-ing,” said Broom. “Just as the media starts looking at travel, we'll be there.”

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