Go RVing Canada
Building a New Customer Base with an Unexpected Journey
Common misconceptions prevent many Canadians from RVing. Instead of lecturing them about the merits of enjoying life on the road, we saw an opportunity to take them on a journey of truth, showcasing the experiences and destinations awaiting them.
The campaign centred on a hero video, which was aimed at non-RVers but designed to appeal to the existing fan base as well. We paired our video with a Facebook giveaway, traditional media relations, and a paid media campaign, all including content from the campaign. The video launched on YouTube. Additionally, it played before episodes of “The Amazing Race” online and lived on CTV.ca for four weeks leading up to and including the season finale.
Through a strategic, year-long, earned and paid media push, the Reveal campaign made a major impact across traditional, social, and digital channels, generating 407 pieces of earned media coverage, 141 million earned media impressions, 13 million digital impressions, 3.6 million video views, and more than 99,000 clicks to the site.