The RV industry has announced a new campaign based on the strategy of positioning RVs as the ultimate party venue. To communicate this idea to its target, the trade association has launched the Tailgate Tour. The intent is to have a major presence at select marquee football games complete with famous chef and player appearances, photo ops, games and giveaways. Oh and yes, you can check out the RVs too.
The
effort also includes experiential events with Outside Magazine, Garden & Gun and Country Living.
(Faw,
2014)
This
is a huge change from their previous effort which focused on the idea of using
RVs for guest houses.
Here is a link to the blog that I wrote about it.
Here is a link to the blog that I wrote about it.
That
effort started five years of consecutive growth for the industry. Do you think this campaign will do the same?
Faw,
L. (2014, October 30) The Richards Group
Activates Experiential Campaign To Expand Appeal of RVs. mediapost.com. Retrieved October 31, 2014, from
http://www.mediapost.com/publications/article/237323/the-richards-group-activates-experiential-campaign.html?utm_source=newsletter&utm_medium=email&utm_content=readmore&utm_campaign=77496
