November '19

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102 • RV PRO • November 2019 rv-pro.com B U S I N E S S RV Brand Ambassadors Growing in Popularity D ometic Group and Dragonfly Energy aren't the only players in the RV industry that are capital- izing on the brand-ambassador phenomenon. In September, Winnebago Industries tapped Mark Douglass, co-founder of the RVing Accessibility Group, as a brand ambassador to champion RV access for mobil- ity-challenged consumers. Their partnership kicked off at the 2019 Open House Week. "I have a passion for providing travelers and their care- givers with relevant and accurate information about RVing," Douglass said at the time, "and this partnership will help bring this messaging to an even wider audience." The debut of the partnership followed Winnebago's introduction of its updated line of accessibility-enhanced motorhomes. Other RV manufacturers including Lance Camper and REV Group have made use of brand ambassadors previously. At the RV Industry Association, the Go RVing campaign enlisted professional skier Brody Leven and adventure photographer Adam Clark to traverse the country in four RVs. The "Unexpected" series on Facebook captured their escapades. The eight "Unexpected" episodes and series teaser garnered more than 20 million views on social media. In May 2018, the teaser itself shattered a Go RVing record by amassing more than 3 million views in its first two weeks online. "This is an example of what's possible when we com- bine an engaging personality with high-quality content and smart audience targeting," Karen Redfern, vice pres- ident of Go RVing, said in a news release. "Brody has a big, inviting personality and a passionate following. With Brody traveling in four different RV types, he helps break the stereotypes that Millennials may have of RVing. These videos show new audiences some of the ways that RVs can make even extreme adventures accessible, comfortable and convenient." The Go RVing campaign enlisted professional skier Brody Leven (pictured above and left) to traverse the country in four different RVs as part of its "Unexpected" series on Facebook. The eight episodes generated 20 million views on social media.

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