RV ORGANIZATION USES TV FOR THE FIRST TIME
By Adnews Staff
Go RVing Canada of Toronto will use TV early this spring for the first time to push families to buy or rent recreational vehicles. The organization also recently hired MacKinnon & Associates of Mississauga, Ont. to handle the its Canadian advertising. Until now, the national organization ran double-page print ads, but decided to use TV because it is more intrusive than other media, agency strategic marketing associate David Calderwood Smith told Adnews last week. The ads will use a 1-800 number so consumers can get more information about RVs. MacKinnon & Associates was hired last week after a competition with two other agencies. The agency will handle Canadian media buying and localize U.S. creative, which will be done by Isner & Associates of Baltimore, Maryland. Isner is the agency for Go RVings U.S. sister organization. Previously the U.S. agency would handle all North American advertising. Go RVing represents over 600 recreational vehicle manufacturers, sales and service dealers and a myriad of associate members.