CalRVDA
PUBLIC RELATIONS CAMPAIGN
RVing Keeps California Rolling
CHALLENGE
Elevate the Level of Awareness of Statewide Trade Group Under the Political Radar
RVing in California generates more than $2 billion in sales. This positive economic impact on California, teemed with the 11.4 percent of sales in the nation occurring in California, needed to be conveyed to legislators and key media to ensure the positive impact of RVing was highlighted prior to any legislative action. California Recreational Vehicle Dealers’ Association (CalRVDA) enlisted Perry Communications Group to develop a multi-pronged program to educate legislators and their staff about the benefits of the RVing industry.
SOLUTION
Emphasize the Positive Economic Impact of RVING
PCG framed RVs as a growth enterprise for California while still showing the positive impacts experienced by enthusiasts on a recreational level. By developing a modernized CalRVDA brand which included a logo, Web site and legislative outreach materials culminating at a successful “Capitol Tour Stop,” PCG publicized CalRVDA’s proactive approach to building key legislative relationships and credibility in advance of any legislative battle. CalRVDA and its members are now exceptionally positioned as the ‘go to’ RVing leaders in California.
RESULT
Perspectives and Voices of RV Dealers and Enthusiasts Elevated Among Opinion Leaders
- Political legislative relationships were forged and strengthened to advance CalRVDA’s lobbying clout with both Republican and Democratic legislative leaders.
- Five broadcast stations and one newspaper in the Sacramento market generated media coverage expanding the view of the RVing lifestyle.
- Over one million media impressions were generated
