Eisner Begins Three-Year RV Trip

Eisner Communications this week launches a three-year, $40 million ad campaign for The Go RVing Coalition. The agency is also on the verge of naming a new creative director.
Advertising, featuring the new tagline, “Go RVing. Life’s a trip,” will run through 2002 on national cable television, in magazines and online.
The Reston, Va.-based leisure activity account was reassigned to Eisner near the end of last year. The media budget has doubled.
“As with the first campaign, the message is that the RV is a means to the end, not the end in itself,” said Peter Gladstone, executive vice president at the Baltimore agency.
In the first of two spots, “Starry Night,” a little girl looks up at the night sky, then asks her father why they can’t see the stars at home. The father smiles, an RV parked nearby.
In “Spark,” a 40-ish couple sits in lawn chairs in front of their RV. The man cracks a devilish grin and begins running through a forest, his wife in joyous pursuit.
“[The ad] sells the experience, as opposed to the product,” said the client’s Gary La Bella.
Inside Eisner, sources said the shop will soon name a new creative director to replace Bill Mitchell, who resigned in October. At that time, Eisner vice president Abe Novick said a national personnel search for a high-profile replacement was under way. Novick said last week an announcement concerning the post was imminent.