Texans Expand Trade Group’s Reach

DALLAS Go RVing Coalition, a national association promoting the recreational vehicle industry, breaks a $66 million campaign on tonight’s opening telecast of the Winter Olympics with a TV spot created by The Richards Group, the group said.

New television spots continue to use actor Tom Selleck for voiceovers and introduce “What will you discover? Go RVing” as a tagline, the association said. The campaign includes five TV spots, eight print ads and seven new online spots.

The campaign, which is scheduled to run through 2008, is the most expensive in the association’s history, said Go Rving representative James P. Lubinskas.

The TV and print ads were developed to target promising RV prospect audiences identified by Harris Interactive, the association said. Families with children are featured in the ads, including African-American and Hispanic families who now constitute 16 percent and 11 percent of RV prospects, respectively, according to Harris.

Go RVing TV ads will also run on cable from February to October. This includes an expanded presence on Speed Channel and FX’s coverage of the 2006 Nascar season. In April, a 60-second spot will play in movie theaters nationwide showing G- and PG-rated films.

Motion picture director Scott Hicks directed the TV commercials. Hicks was nominated for a 1996 Oscar for his direction of Shine.

Beginning this month, new “What will you discover? Go RVing” print ads are slated to run through December in a mix of 28 national and regional periodicals.

Go RVing Internet ads will appear February through December on 28 Web sites and search engines including AOL, Google, MSN.com, Weather.com and Yahoo!, the association said.

Based in Reston, Va., the 12-year-old Go RVing Coalition consists of RV manufacturers, component suppliers, dealers and campgrounds.

Dallas-based Richards Group is one of the largest independent ad agencies in the nation with billings of $1.5 billion. Richards won the Go Rving account following a review last year.