The 2017 Go RVing television, print, and social media advertising all but ignores truck campers. Here’s what’s really going on with Go RVing’s truck camper snub, and why it matters to all of us.
Go RVing is a national marketing campaign produced by the Recreational Vehicle Industry Association (RVIA). The campaign runs 30-second prime-time television commercials, full-page print ads in major magazines, and interactive videos and banners on top websites, social media platforms, and search engines – all to promote RVs and the RVing lifestyle to the public.
As an example of the high level of exposure the $17 million dollar Go RVing campaign generates, the 2017 Go RVing media plan for print includes full-page ads in Country Living, The Oprah Magazine, Outside, Parents, Popular Mechanics, and Redbook.
Funded By RVIA Seals
A significant portion of the advertising production and media placement for the Go RVing campaign is financially supported by the RV industry through RVIA seals. The $63 RVIA seal fee is built into the purchase price of every truck camper produced by a RVIA member manufacturer. You may have noticed a RVIA seal on the back of your truck camper (see example below).
RVIA seals are designed to represent US build and safety code compliance. RVIA member manufacturers self-certify their compliance with a list of over 500 US safety codes (ANSI/NFPA 1192) including electrical, plumbing, heating, and fire safety. RVIA representatives periodically visit RVIA manufacturers unannounced to verify compliance.
The Case of the Missing Truck Campers
What sparked this article is the RVIA and Go RVing’s 2017 posture towards truck campers. Here’s a quick run down of the current situation with the Go RVing campaign:
1. None of the 2017 Go RVing television commercials feature a truck camper.
2. None of the 2017 Go RVing print ads feature a truck camper.
3. On the 2017 Go RVing website, the “Why Go RVing” page does not feature a truck camper spotlight.
In fact, the two times they show a truck camper in the main “Why Go RVing” spotlight page, the descriptions underneath promote travel trailers and horse trailers.
4. On the 2017 Go RVing website, the “Discover RVing” page does not feature a truck camper testimonial.
5. None of the 2017 Go RVing AWAY videos feature a truck camper.
6. Truck campers are nearly absent from Go RVing’s extensive social media presence.
Across all Go RVing social media platforms (Facebook, Twitter, YouTube, and Instagram), we could only find a half dozen truck campers pictured in hundreds of posts from 2015, 2016, and 2017. And those pictures were simply re-posts from other sources, not original Go RVing campaign content.