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Families Wanted By RV Coalition

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The Richards Group shows recreational vehicles as a way to enjoy outdoor adventure in a $40 million effort that targets families for the Go RVing Coalition.

The three-year campaign from Dallas-based Richards, which won the account last March, breaks nationally Feb. 16 during the Daytona 500 telecast. The work is Richards' first for the client.

One 30-second commercial features a father telling a ghost story to his kids as they sit around a campfire outside their RV. When he finishes, the children scream and giggle with excitement. The voiceover, by Tom Selleck, says, "The magic of nighttime works better out here. Go on, pursue your passions. Go RVing."

RV owners "have passions, and the RVs help them enjoy those passions more often than they could before," said creative group head Glenn Dady.

In another spot, mountain bikers choose their destination by spinning a ketchup bottle. The voiceover: "The freedom and flexibility to pursue your passions. Go RVing."

The work is aimed at couples in their 30s and 40s with children, and includes three additional TV spots, radio, print, collateral and online.

The Reston, Va., coalition is increasing ad spending this year by $10 million because "all demographic and social trends are in our favor," said client rep Gary LaBella.

The account was formerly handled by Eisner Communications in Baltimore, whose work was tagged, "Go RVing. Life's a trip."