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Campaign Imminent: Camping World to launch peer-to-peer service (Score 51)

(CW) is about to launch a peer-to-peer (although since it provides RV, I guess it also already offers pier-to-pier service) RV rental marketplace called "Camping World RV Rentals." The marketplace is designed to give consumers even more access to RVing, which has become more popular during the pandemic as it offers a way for people to safely leave their houses. CW's new platform will include towable and motorized RVs. It s website will make its debut on May 14; customers will begin to have access to bookings by early July; and it will fully launch nationwide in the Fall.

I expect notable advertising in support of CW's new marketplace, so sellers should contact soon to determine the company's plans.

According to execs in its latest earnings call, as we've previously mentioned, CW is working to eliminate paper marketing by the end of 2021 and shifting to only using digital and social. This change is also part of a sustainability promise; CW plans to become a fully paperless company by 2025.

So far this year, iSpot reports CW has spent approximately $890k on national TV commercials, nearly 3x the approximately $344.5k it spent within the same 2020 timeframe. In 2020, the company ended up spending approximately $2.4m on this channel, almost double the approximately $1.4m it spent in 2019. CW's 2021 commercials have targeted male sports enthusiasts viewing shows such as MLB Tonight, NASCAR Camping World Truck Series, MLB Baseball, My Lottery Dream Home and Home Town. CW's TV spend tends to spike in Q3.

According to Pathmatics, the company has allocated roughly $1.9m toward digital ads YTD, up 73% from the roughly $1.1m it had allocated by this point last year. CW's estimated full-year spend dropped only slightly (8%) in 2020 to $5.4m from that of $5.9m in 2019. Since the beginning of 2021, the company has earned around 250.8m digital impressions via Facebook (44%), Instagram (31%), desktop display (15%), desktop video (8%) and mobile display (2%) ads.

Additionally, Magellan reveals CW has aired three podcast ads within the past 12 months.

The company's shift away from print to digital/social signal that its traditionally male (cough, dadvertising, cough) target demographic currently skews strongly toward Gen-Z and millennials. To reach this audience, CW's upcoming work may expand into OTT channels. Its sustainability efforts cater especially to Gen-Z and millennials since this audience is more likely than others to care about the environment. As I briefly mentioned, sellers able to support CW's upcoming promotions of its new service should contact soon to secure last-minute ad dollars. Remember, it's also investing notably in national TV, and it additionally utilizes SEO.

Agency & martech readers - We have not heard of any roster shifts since CW hired marketing VP Timothy Ryan RAPP TX. I expect you'll have the best luck securing PR, digital analytics and/or social media management partnerships.