Nova Scotia’s Bluenose RV Centre has launched a multimedia advertising campaign that aims to sell families on the recreational vehicle lifestyle.
The campaign features print, radio, out-of-home and online creative developed by St. John’s-based agency Spark Marketing. The initiative includes both brand awareness and retail ads that highlight Bluenose sale events.
The radio and print creative employ a variety of riffs on the letters “RV.” One radio spot, for example, features the copy “Ruckus Vetoed” in reference to a pair of restless kids given the opportunity to travel in a Bluenose vehicle. The print ads include copy variations such as “Raising Violet,” “Removing Videogames” and “Roasting Vegetables” and depict scenes of families enjoying outdoor vacations.
Online and outdoor creative, including a superboard in Halifax, show a house on wheels and feature the tagline, “Take home on the road.”
Christa Steeves, partner at Spark Marketing, said the objective was to generate interest in Bluenose ahead of the Victoria Day weekend–the high point of the industry’s sales season–and differentiate the company from its competitors.
“Anyone who’s already an RV-er will know who Bluenose RV is, but we wanted to open up their market and cast a bigger net,” said Steeves. “We wanted to build a link between the experience of RVing and Bluenose RV, so that they become synonymous with the RV experience.
“RVing is about getting outdoors and spending time with family, and we really wanted to connect in a more thoughtful, emotional manner–not just with the rig itself, which is what a lot of [competitors] are doing.”
The campaign launched earlier this month in the Halifax area and in markets near Bluenose’s Bridgewater, N.S. location.
