Go RVing Canada is exploring the idea of wanderlust and how travel can be transformative.
In “You Are Out There” a commuter facing the drudgery of public transit abruptly makes the decision to pursue his “Wildhood.” This entails decamping to the countryside, shedding the shackles of the workaday world and connecting with himself for an emotional wilderness “reunion” with himself.
The campaign, created by Broken Heart Love Affair, marks the latest entry in the “Wildhood” platform, which launched in 2015 and focused on the child-like desire to venture off the beaten path and way of life that exists in all of us, according to Go RVing president, Chris Mahony.
Developed by Broken Heart Love Affair co-founders Denise Rossetto and Todd Mackie while they were a creative team at DS&P, the eight-year-old brand platform is built on the idea that people possess a fundamental desire to connect. According to Mackie, it is aimed at adventurous and curious Canadians who derive joy from discovery.
“They want to live and be in the moment,” Mackie says. “They reject cookie-cutter experiences and desire the freedom to explore.”
With the spot, Mackie says the brand is looking to build awareness and an emotional connection with consumers ahead of travel season, and get them to consider RVing. In addition, he points out, sites in the RV and campaign world fill up quickly, with many bookings starting now.
Soundtracked by the José González song “Stay Alive,” the campaign is running across TV, digital search and social on Facebook, Instagram, TikTok and Pinterest through the end of the year.
The Go RVing brand, Mackie explains, has consistently used conventional TV as a way to reach and connect with consumers. It’s a highly effective channel to reach a mass number of Canadians and connect with them emotionally, and the spot, shot entirely on film to evoke a feeling of beauty and rawness, is designed to do just that.
The Go RVing Canada coalition was formed in 1997 and consists of RV manufacturers, dealers and campground operators in the multi-billion dollar domestic RVing industry. According to the group, there are more than two million RVs on the road in Canada, with approximately two thirds of RVers now under the age of 55.
