Good news for FCB and Chicago advertising in general. Go RVing has selected the IPG agency as creative Agency of Record. More than 25 agencies participated in the competitive review process which was coordinated and managed by Pile+Company in partnership with the Go RVing staff and was completed remotely due to COVID-19.
Interpublic Group’s UM pitched alongside FCB and will be responsible for the media buy.
“Now in its 23rd year, the Go RVing program has become a trusted brand to American consumers. To deepen the roots across our culture while expanding the lifestyle to new generations, we knew that our messaging had to evolve as well,” said Go RVing Vice President of Brand Marketing and Communications Karen Redfern. “We are thrilled with the work our new agencies presented and look forward to sharing the next chapter of Go RVing with our members and the public soon.”
“From the moment we met with Go RVing, our teams had immediate chemistry,” said Kelly Graves, President of FCB Chicago. “The brand has so much to offer today’s traveler, and the team at Go RVing is one that is not afraid to take risks. We are thrilled with the opportunity to partner with them to help redefine what it means to go on an RV trip.”
According to a spokeswoman, FCB will now oversee all creative, brand and strategic messaging for Go RVing and while continuing to build the brand’s strong identity across all consumer platforms.
New Work from FCB
Since the pandemic began, the RV industry has seen a huge boom in popularity and sales. According to a just-released Ipsos survey on Travel Trends & Consumer Confidence, an estimated 46 Million Americans will try RV camping this year (up from 26 million last year).
Go RVing and FCB also recently launched a new nationwide campaign that provides hope to stranded honeymooners affected by the pandemic. Working with media partner The Knot “Honeymoon InteRVention” offers them a chance (via sweepstakes) to win a two week RV rental.
“Ultimately FCB Chicago stood out for their creativity, passion, and unique point of view. Their campaign was bold and energized which is the direction the Go RVing team wants to take the campaign,” said Craig Kirby, RV Industry Association (RVIA) president.
He adds: “FCB demonstrated an ability to reposition brand messaging and came to the presentation with a plan to redirect the campaign message for right now in a three-phase plan leading up to their creative campaign ideas. They showed great agility in getting things produced efficiently and creatively and utilized data analytics to drive their recommendations, which was a must-have strength for the Go RVing staff.”
The campaign also includes OLV and social.