Positive press keeps the RV image strong

The RV industry has been able to keep a positive image despite a particularly gloomy economic environment, according to a presentation at the 47th annual National RV Trade Show.

The presentation titled "Keeping Our Image Bright" was delivered by Public Relations Committee Chairman B.J. Thompson and Recreational Vehicle Industry Association (RVIA) Vice President and Chief Marketing Officer Gary LaBella.

LaBella said public relations efforts helped keep the image of RVing untarnished. "We told media about RVIA research that proves RV vacations cost less, that great deals are available for buyers with cash or good credit, that full campgrounds show RV owners are still traveling and that RVing continues to be a great way for stressed families to reconnect and spend quality time with each other."

In addition, he said that consumers were attracted to the industry's new focus on affordable, lighter-weight, more energy-efficient RVs.

"RVs have remained popular, mainstream and relevant despite declining shipments, despite high unemployment in our industry and the nation; and despite the toughest economic conditions since the Great Depression," said Thompson.

They noted that the positive message of RVing as a way to achieve affordable family togetherness will continue to be important in marketing the industry going forward.