About The Client

Go RVing is a travel and leisure brand, specializing in RV travel ideas, news and dealer information.

The Go RVing Coalition, formed in 1994, consists of RV manufacturers, component suppliers, dealers, and campgrounds. Go RVing works to provide the public and media with pertinent information about the benefits of RV travel and camping and to foster customer satisfaction with the RV experience. Go RVing inspires, informs, and explores the joys of RVing along the open road.

The site helps road warriors explore the world of RVing and find RV dealers, manufacturers, rental facilities, and campgrounds. Their community is strong and growing, as their trusted advice, shared through images, videos and information blog posts, has helped thousands to reimagine their enjoyment of the outdoors.

Behind The Project

The Challenge

Go RVing was looking for unique ways to generate excitement around the RV lifestyle. They needed to engage target demographics, build awareness among them, and ultimately, gain loyalty to their product offerings.

The centerpiece of the strategy was a promotion titled 'RV at the Jamboree Getaway Sweepstakes.' The Jamboree in the Hills festival, often referred to as the 'Super Bowl of Country Music', hosts nearly 120,000 fans, including 10,000+ onsite campers.

The VIP sweepstakes promised one lucky winner a festival experience like no other: luxury RV accommodations, ticket access, and a surprise meet and greet with legendary country music artist Neal McCoy.

To build interest and momentum for the six-week promotion, Live Nation Content produced two vignettes featuring interviews and two acoustic campground performances by Neal McCoy. Go RVing also promoted their brand message with a national campaign on Live Nation's two flagship sites, LiveNation.com and Ticketmaster.com.

During the festival, Go RVing exposed their message to tens of thousands of country music fans through onsite branding, a Go RVing branded Neal McCoy campsite concert, and an unmistakable presence in the festival campground.

Key Features

  • Social posts to Live Nation’s 2.4M Facebook and Twitter followers
  • Highly visible festival campground activation
  • Private artist meet and greet for sweepstakes winners
  • Brand messaging and logo visibility on main stage screens during festival
  • Half-page festival program ad
  • Exclusive VIP hospitality for company attendees
  • Press release and media coverage during activation
  • Flyer distribution in festival gift bags

Results

118K

Jamboree In The Hills 2014 Attendance

18K+

Sweepstakes Entries

237K

Facebook Likes Gained During The Seven Month Period Following The Promotion

5.2M

Impressions Delivered During National Digital Campaign On LiveNation.com And Ticketmaster.com

700K+

Total Impressions Via Social Media, Festival Homepage Views, Live Stage Reads, And Jambotron

25K+

Festival Programs Featured Go RVing's Half Page Ad

Let's work together.
Contact Us