Go RVing Canada Update
A Special Report from our friends at Go RVing Canada
(Click on the blue hot links to visit the Go Rving Canada web pages)
In a year marked by unique economic shifts and evolving consumer behaviours, the RV industry has navigated somewhat uncharted territories. This year, more than ever, Go RVing Canada’s marketing efforts played a pivotal role in keeping RVing at the forefront of Canadians minds. Amid these unique market conditions, a remarkable 25% of Canadians are current, past, or prospective RV owners and renters and we capitalized on this growing enthusiasm.
Throughout 2023, our marketing efforts not only sustained but elevated the relevance of RVing as the ultimate vacation choice for Canadians. Continue reading to learn about some of our highlights from this year and how we are continuously elevating the RV lifestyle through all our initiatives.
You Are Out There National Ad Campaign
Our commercial, You Are Out There, struck a chord with audiences, igniting conversations and bringing the world of RVing into living rooms across Canada. Garnering over 100 million impressions, it was more than just an ad; it etched the spirit of RVing into the hearts and minds of Canadians. We’re thrilled to share that it has not only been making waves across the country but also in the advertising world, recently winning a prestigious Marketing Award.
With the spotlight shining brightly, we doubled down on our efforts and launched our You Are Our There microsite accompanying the ad. This second phase of the campaign which also included out-of-home and print ads, and a supporting digital campaign, helped us forge deeper connections with Canadians and inspire more RVers to break free of the daily grind and Find their Wildhood.
RV Dealer Support: Empowering RV Dealers Nationwide
At Go RVing Canada, our commitment to supporting RV dealers across the country remains one of our top priorities. Through our free Dealer Tie-In Program, we assisted hundreds of dealers in their marketing efforts in 2023.
Dealers across Canada saved thousands by taking advantage of our free creative assets in our Dealer Tie-In Program library, including high-quality RV lifestyle imagery and videos, to support their digital marketing, social media campaigns, print and digital ads, and more. If your dealership is looking for a source of inspiration for your next marketing campaign, this expansive asset library is the perfect place to start. Via our Find a Dealer tools on the website we directed over 250,000 Canadian consumers to dealers’ websites, and an additional 70,000 listings sent out via our popular dealer email tool. Some dealers reported receiving over 1,000 direct referrals to their websites from our search pages. Through our Premiere membership option, we spearheaded digital campaigns that increased traffic to their listings by up to 500%.
Launching in 2024, we’re partnering with Premiere Program members across Canada to create dealer-focused content with our roster of content creators across the country. By upgrading to our Premiere Program, you’ll have the opportunity to bring your content ideas to life and amplify your dealership’s presence in new and creative ways.
As you gear up for 2024, now is the perfect time to start considering your marketing strategies and initiatives. We understand the demands you face, and sometimes marketing can take a backseat amidst a sea of priorities. However, we’re here to help guide you through the process and joining our Dealer Tie-In Program is a great first step. Contact us to learn more about the Dealer Tie-In Program and Premiere Program.
Key Partnerships: Unveiling Bryan Baeumler’s Roadhouse
Key among our achievements this year is the completion of our four-part episodic series, Bryan Baeumler’s Roadhouse. Set for release in early 2024, this collaboration marks a strategic leap forward, jumpstarting our marketing efforts and setting the tone for an impressive start to the year. Targeting those exploring RV ownership and recent RV owners, this series covers an array of essential RV topics like choosing the right RV, affordability, driving and parking tips, trip planning, RV interior design, and more.
Though yet to launch officially, early indicators such as Bryan’s social media traction with over 250,000 organic views highlight the series’ resonance with our audience and potential impact. Our 2024 marketing strategy will encompass a public relations campaign, contesting, social media amplification, paid media, and integration into RV shows nationwide. Stay tuned!
Experiential Marketing: Creating Authentic Connections & Immersive Experiences
This summer, we reinvigorated our experiential marketing (XM) program engaging audiences across the nation. Through these curated immersive experiences, we were able to funnel individuals from mere awareness to consideration, creating tangible connections through firsthand experiences with the RV lifestyle.
In 2023, we engaged with nearly 100,000 individuals in just 12 days, generating 25.5 million impressions across six events nationwide through XM. Through our efforts we delivered immersive experiences tailored to diverse markets, incorporating contesting, key partnerships – such as our collaboration with celebrity chef Chuck Hughes – and of course, showcased diverse units at every activation allowing Canadians to have firsthand experiences with the RV lifestyle.
A standout event for us was Drive Festival in Ontario, where we directly addressed a key barrier in the RV lifestyle – drivability – by executing a tactical activation and conducting over 100 RV test drives for guests. As with all events, we leverage the event for content creation opportunities by developing an influencer marketing campaign that documented individual’s experiences driving an RV for the first time. Additional content will be strategically launched in 2024 in conjunction with our RV shows at the beginning of the upcoming season, further amplifying our outreach and impact.
Digital Strategies: Resource for All Things RVing
Our website continues to be the go-to resource for RV enthusiasts nationwide, driving traffic and serving as a content-rich destination for all things RVing. Marked by a 10% overall KPI growth and notable spikes in engagement, it’s clear that RVing remained at the forefront of Canadian’s minds this year.
Our 2023 IPSOS study revealed that our website holds the highest level of awareness compared to our competitors – a staggering 42% of people surveyed were aware of gorving.ca, well beyond our next closest competitor at only 27% awareness. This statistic underscores the success of our digital strategies and initiatives as well as sets a benchmark for our efforts moving forward.
In 2023, we continued to refine our digital strategies to help drive traffic to key sections of our website, helping usher consumers through the conversion funnel. Notable highlights include 21% increase in visits to our Affordability Tool, 14% increase in our RV Matchmaker Tool and 9% increase in visits to our RV Dealer Directory.
En plus de l’augmentation de l’engagement dans notre écosystème numérique anglais, nous avons également assisté à un bond significatif du trafic vers liberte-en-vr.ca qui a connu une augmentation impressionnante de 21 %.
In addition to the surge of engagement across our english digital ecosystem, we also witnessed a significant leap in traffic to liberte-en-vr.ca which saw an impressive 21% increase.
Looking Ahead: Snapshot for 2024
As we reflect on our journey that was 2023, our strategies have positioned us for an even more promising 2024 and our focus turns towards facilitating the RV lifestyle through our marketing efforts. Looking ahead, we aim to attract the next generation of campers, expand our audience, and adapt by addressing key industry challenges, such as affordability, to ensure that the RV lifestyle remains accessible to everyone.
One of our keen areas of interest for the upcoming year is to capitalize on the momentum we gained from a successful 2023 in the news and earned media. Beyond the major publications, our strategy is all-encompassing, aiming to expand further and reach all corners of the media spectrum.
As we review our website performance metrics of 2023, it’s important to recognize that maintaining this upward trajectory requires a transformation of our current website, and with that, we’re excited to break ground on the development of our new website in early 2024. This isn’t just a mere upgrade – this transformation will allow us to cater to our consumer’s evolving expectations and incorporate technological advancements that will maintain Go RVing Canada as the primary destination for all things RVing.
Building on the success of our dynamic You Are Out There ad campaign, we are committed to creating more vibrant and engaging content across all of our channels. Our goal is to attract new audiences and spark meaningful conversations, fostering a community that resonates with the spirit of Go RVing Canada. As we embark on another exciting year ahead, we look forward to continued growth of our community and inspiring more Canadians to Find Their Wildhood.
For more information on the many programs offered to RV dealers and the RV enthusiast community, please visit www.gorving.ca
