By: RV Industry Association Staff
For more than two decades, Go RVing has been the leader in diversifying the RVing audience in an effort to grow and expand the overall market. While the major core target market of RV buyer are families, identifying new potential RVers and engaging with them through traditional and digital media as well as experiential events and social influencers, is key to sustaining the lifestyle cherished by millions of Americans.
According to CNN, an estimated 58.9 million Hispanic people live in the United States, comprising 18.1% of the total population. Last year, Go RVing sponsored the Mexican National Soccer team during several U.S. exhibition games, running the “Victory” ad with a Hispanic voiceover during commercial breaks. This year, Go RVing displayed RV products at several Hispanic festivals including Carnaval on the Mile and Fiesta Patrias, exciting thousands of festival-goers into the possibility of RV ownership. In addition, Go RVing partnered with Latino Outdoors, and their mission to connect Latino communities with the outdoors, in an AWAY video featuring Founder Jose Gonzalez and friends as they explored the desert in the comfort of an RV.
Building strong influencer relationships is key to authentically connecting with audiences. Go RVing has been doing this for years in the African American community by working with real life RVers and influencers such as Soulful RV Family, Tyrhee Moore, The Traveling Child, Browns Dope Little Adventures, Brothers of Climbing and Oneika the Traveller among many others amassed video vies in the millions. This past August, Go RVing had an expansive display footprint at the African World Festival in Detroit and invited Ish Monroe, Britta Brown and members of Brothers of Climbing to welcome the over 150,000 festival attendees to check out some the latest RV products available for purchase.
More and more women are seeking outdoor adventure as a way of finding independence and charting their own path. With that in mind Go RVing partnered with Lindsey Elliot and Jainee Dial, owners of Wylder Goods, an outdoor company that supports female-owned brands. Go RVing also worked with professional rock climber Sasha DiGiulian and fly-fishing guide Maddie Brenneman on the AWAY video series. These women are perfect examples of young female entrepreneurs who have every reason to find freedom in RVing.
Adventure-seeking exists in all of us. When professional skier Gus Kenworthy came out in 2015, he became the first openly gay action-sports star. In an upcoming Go RVing video, Gus tackles the AIDS/LifeCycle, a seven-day, 545-mile bicycle ride from San Francisco to LA, with an RV for a basecamp. Living busy city lives can get overwhelming. In an AWAY video, Bernie and Allan travel the U.S. in their RV, “Barbara Jean”, for relaxing breaks from their busy city lives, showing others in their community you’re never too busy to stop and enjoy the outdoors.
As the demographics in the United States continue to change, it’s increasingly important to tell the story of RVing to a diverse set of audiences. For 20 years Go RVing has been the leader in that conversation, driving more people to the values, benefits and opportunities that RVing provides.