So RVing has extended its contract with Baltimore incumbent Eisner Communications and doubled its ad budget to $40 million over the next three years.
The Reston, Va., nonprofit group, which represents recreational vehicle manufacturers, dealers, suppliers and campgrounds, inked its original three-year deal with Eisner in 1996. The agency teamed with Go RVing to produce the first industry-wide national broadcast advertising campaign, targeting baby boomers and their families.
A print campaign coincided with the national network and cable television effort. Spots appeared on programs like Good Morning America and The Today Show, and across cable networks like The Discovery Channel and A&E. Since its debut, the campaign has generated more than 150,000 requests for information about recreational vehicles.
"This was a team effort," said agency executive vice president Peter Gladstone. "Strategic planning, creative, account management and media . . . all [were] a tremendous success."