Go RVing’s $16 million 2008 media plan will kick off this Sunday (Feb. 3) with the industry group’s first-ever Super Bowl buy. The 30-second version of the popular “Imaginary Friends” commercial will air just prior to kickoff during the 5:30 to 6 p.m. final half-hour of the FOX Super Bowl XLII Pregame Show.
Ratings for Super Bowl XLII are projected to be the highest ever, surpassing last year’s 94 million viewers, with the resurgent New York Giants seeking to thwart the New England Patriot’s’ quest for perfection.
“The Super Bowl is one of television’s most powerful viewing events,” said RVIA Vice President and Chief Marketing Officer Gary LaBella in a news release. “We believe this is the perfect venue to launch this year’s campaign and to anchor a media plan designed to generate 2 billion consumer impressions.”
Go RVing’s Super Bowl advertising is part of a FOX “power buy” that also includes advertising during the 50th running of the Daytona 500 on Feb. 17. Advertising on these two events allows Go RVing to enter approximately 127 million homes and boost awareness in the midst of the busy retail show season.
For the third consecutive year, Go RVing will also be a featured advertiser in the Super Bowl program.
In addition to the Super Bowl pregame television and program advertising, Go RVing is also targeting the crowds of spectators that are converging on Phoenix for the game by having a presence at the special Outdoor Recreation Village coordinated by American Recreation Coalition (ARC). As one of the few free venues at the Super Bowl, the Outdoor Recreation Village could potentially draw 200,000 visitors. The tented venue showcases a wide variety of industry associations, foundations and manufacturers that promote outdoor recreation through ARC, including Go RVing and Airstream, which will be displaying a unit at the event.
The intense media interest of the Super Bowl also creates tremendous public relations opportunities for the industry. RVIA is working with television and print journalists from around the country to ensure coverage of RV tailgating events. At this time, CBS Evening News, the FOX Network’s Morning Show with Mike and Juliet, FOX News Channel and the NFL Network are planning to cover “SuperGate,” a massive tailgating party near the stadium. The New York Post is also doing seven articles and a blog on Giants fans headed to the game by RV.
This article brought to you courtesy www.RVBusiness.com.