Summer is a time for road trips, camping and outdoor adventure, and Go RVing and the Outdoor Sportsman Group are making sure families don’t miss out this year.
The two organizations have come together to create a summer-long promotion to encourage both recreational vehicle travel and outdoor activities through a “Weekends Away” adventure program.
“[Go RVing] was interested in reaching a whole new audience that had a destination and adventure travel mindset,” Todd Smith, vice president of content development for Outdoor Sportsman Group Integrated Media, tells Marketing Daily. “Our audience is deeply passionate about being in the outdoors.”
The effort began earlier this month with content detailing three summer road trips of varying length (and in different areas of the country), showcasing places to stop, shop and have fun.
“RVs pair perfectly with an active outdoor lifestyle, making this partnership a natural fit for Go RVing,” said Karen Redfern, senior director, marketing communications at Go RVing, in a statement. “We’re excited to partner with Outdoor Sportsman Group to showcase real-life outdoor RV adventures.”
The three trips — in and around Blue Mountain Lake, New York; Copper Harbor, Michigan and Steamboat Lake, Colorado — feature content created by travel experts, ranging from places to eat, what equipment to bring and recipes that can be made from ingredients procured at local farmers’ markets and/or caught in local lakes and streams.
“We wanted to be able to teach a little bit and we wanted to give [consumers] a bit of information about what they’d need,” Smith says. “The RV is front and center. It’s a way to take your base camp with you, no matter where you go.”
The “Weekends Away” features are currently appearing on OutdoorChannel.com. A companion, four-part mini-series will run on the Outdoor Channel beginning in June. The series will feature groups of friends and families utilizing RVs to “escape the monotony of everyday life,” according to the companies.
The Outdoor Sportsman Group is a media company catering to outdoor enthusiasts with television, magazines and Web sites. Go RVing is an industry trade group promoting travel via recreational vehicle.
“We are using all our OSG assets across all titles and pushing [“Weekends Away”] out through newsletters, on-air promotions and social media,” says Berry Blanton, director of digital development for Outdoor Sportsman Group Integrated Media.