MACKINNON DRIVES OFF WITH RVDA ACCOUNT
By Adnews Staff
The RVDA of B.C. handed its account to MacKinnon Calderwood Advertising of Mississauga, Ont. earlier this month. RVDA is the provincial association representing over 150 recreation vehicle businesses in B.C. The agency won the business after a competition with three Vancouver agencies. "We made the decision to work with MacKinnon Calderwood Advertising because we needed a full-service agency and one that had a thorough understanding of the RV industry," RVDA executive director Janet Marwick says in a release. "The agency clearly demonstrated its strengths and the benefits of the RVDA of B.C." The incumbent on the business was R.H. Power & Associates of New Mexico. RVDA decided to search for a new agency because it didn't like the creative direction the agency was taking, MacKinnon Calderwood strategic marketing partner David Calderwood Smith told Adnews yesterday. In addition, the creative concept was in conflict with the creative strategy Go RV, the national organization of recreation vehicle businesses. MacKinnon Calderwood's first campaign will promote the 24th Vancouver International R.V. Show taking place in Vancouver from March 12 to 14. The show will be promoted using TV, radio and newspaper ads in B.C.