Staying Curious, Staying Connected
A Special Report from Go RVing Canada
As we head into fall, our work is guided by a simple truth about RVing that goes beyond seasonal trends or metrics. It’s about people. And this year in particular, their desire for what truly matters – prioritizing domestic travel, real experiences and real connection – has been palpable. This surge in consumer passion doesn’t feel like a trend – it’s a moment.
Our role at Go RVing Canada is to seize the moment, and ensure that as Canadians look to reconnect with their country, the first thing they think of is the freedom and adventure of an RV.
But inspiring Canadians is only half of our mission. The other half is to ensure that dealers are positioned to meet this moment with us. We’re working to elevate Canadian dealers and equip them with leading-edge tools, strategic insights, and storytelling that resonates.
Here’s a look at how we’re doing just that.
Media Momentum
Seizing this moment for our entire industry means leading the conversation on a national scale. This year we’ve been shaping the story of Canadian travel in the media, and those efforts are delivering record-breaking results.
Our proactive PR strategy has been instrumental in placing RVing at the centre of that conversation. Our efforts have resulted in a 65% year-over-year increase in media coverage, securing over 165 placements in the first half of 2025 alone, including national broadcast features. By strategically focusing on timely themes, and positioning our leadership in key interviews, we are successfully shaping the narrative and cementing RVing as the definitive way for Canadians to explore their own backyard.
Embracing Wildhood: Our Ambassadors Take the Lead
To turn a curious Canadian into a future RVer, they need to do more than just think about the lifestyle. They need to see themselves living it. That’s the simple but powerful insight driving our Wildhood Ambassador Program that launched this year.
These ambassadors are real Canadian RVers who reflect a diverse cross-section of the RV lifestyle. Through their content – 38 RV trips, approximately 20,000 km travelled, and 52 pieces of content produced to date this year – they’re giving potential RVers a window into what it really looks like to live this lifestyle. This program is a powerful and cost-effective content engine that helps us reach new demographics and inspire the next generation of buyers.
This program has played a role in our explosive social media success this year. To date, our social channels have delivered over 23 million video views helping us reach farther than ever before.
Turning Conversations into Conversions: Smarter Digital Tools
The digital landscape continues to evolve and so does Go RVing Canada. While we remain a powerful marketing machine for the industry, we’ve also expanded our role as a hub for business intelligence. Our new website https://gorving.ca/ is now a powerful listening tool where every click and search provides a real-time look into the mind of a future RVer. With a growing suite of data-driven tools, we are sharpening our focus on collecting valuable consumer data that can’t be bought from Google or Facebook.
Since the launch in early 2025, we’ve seen a 30% increase in website organic traffic visibility, and visitors are interacting with tools like Find Your RV Match—which has seen traffic grow by nearly 200%—and converting at higher rates, with lead generation up 13% on key RV type pages.
And we’re continuing to push further. Our next step is an AI-powered chat tool that will capture thousands of unfiltered thoughts, hesitations, and desires that will help create a database of the questions Canadian buyers are asking right now. The bottom line? This isn’t just data for us – it’s intelligence for you.
Staying Ahead with Insight-Driven Campaigns
In a fragmented media landscape, Canadians are more selective than ever about the content they engage with. That’s why our campaign strategy continues to be rooted in emotional resonance and audience alignment.
At the highest level, our two lead brand campaigns—’You Are Out There’ and ‘It’s Worth Your Wild’—are still performing strongly and continue to fuel our national awareness across platforms including Amazon Prime Video, YouTube, and native digital environments. These are our anchors that keep the dream of RVing at the heart of the Canadian travel conversation.
As we move down the funnel from broad inspiration to targeted conversion we reach our more tactical campaign, ‘Leave the Tent. Keep the Wild.’ Thousands of tent campers enter a ‘transition phase’ with their outdoor experience every single year and this campaign speaks directly to them. Before they set their sights on alternatives to tenting like cottaging or AirBnb’s, this campaign redirects their gaze toward RVing as the evolution of their passion for the outdoors.
Meaningful Content Through Partnerships
Behind every campaign is a strategic content approach—one that leverages trusted voices, shared values, and meaningful partnerships to tell a bigger story. Here’s a snapshot of how we’re turning interest into active engagement through our content:
- Maximizing Regional Reach: We’re collaborating with provincial tourism organizations, like our recent road trip campaign in Quebec, to connect with active trip-planners on a regional level.
- Connecting with Niche Passions: We partner with specialized creators to develop content that integrates RVing into the hobbies Canadians already love—from mountain biking to birdwatching.
- Aligning with Trusted Brands: We’ve forged partnerships with respected outdoor brands like KUMA Outdoor Gear allowing us to authentically integrate RVing into the broader outdoor lifestyle.
We’ve also proudly supported the Canadian Recreational Vehicle Association (CRVA) and their 50th anniversary with the launch of the “RV the North Giveaway”. This initiative doesn’t just spotlight Canadian manufacturing and the RV lifestyle—it supports a meaningful cause: Care Camps Canada. It’s a powerful reminder of the impact we can have when our industry comes together with purpose.
Looking Ahead: Prepared for What’s Next
Like we said at the beginning, this isn’t just another year. And seizing this moment together alongside our entire industry is what all of our work above is building towards.
Our focus is ensuring our dealers can turn these opportunities into success. That’s why this year we’ve also committed to getting closer to our dealers across the country. We’re increasing the frequency of our communications, sharing more actionable data, and redesigning our stakeholder portal to give our dealers the tools they need, right when they need them. Every insight we’re gathering and implementing is being brought to our dealers in a way that can be applied in their own showrooms.
RVing remains one of the most compelling, accessible, and emotionally resonant ways for Canadians to experience their country. Our job at Go RVing Canada is to make sure we continue to tell that story with clarity, creativity, and purpose.
We invite our partners to stay engaged, share feedback, and explore the tools and assets available through Go RVing Canada.
