RVX TRADESHOW DISPLAY AND EXPERIENCE
The RV Industry Association had rebranded the 2019 show as RVX: The RV Experience—shifting its focus from selling RVs to selling the RV lifestyle. Newmar was not only an event sponsor, but was also preparing to launch an innovative new product in an entirely new segment for the company. So this wasn’t just another RV show; it needed to be a new experience that grabbed everyone’s attention.
What we created surpassed all expectations.
Our concept for RVX was called “License to Discover,” the idea that a Newmar motorhome is more than a recreational vehicle—it is a license to live the RV lifestyle to the absolutely fullest by discovering a world teeming with beauty, grace, and wonder. We built buzz around the concept leading up to the show with promotional emails, digital advertisements, print ads, and outdoor advertising.
Strategic planning for the RVX campaign began in summer, followed by creative concepting, creative and digital execution, a teaser campaign leading up to RVX, and the trade show itself in March.
INITIAL THEME PITCH PRESENTATION:
VENDOR RENDERING OF THEME/CONCEPT:
The Newmar exhibit at RVX had everyone talking. And the livestream hosted by RVgeeks, hosts of one of YouTube’s most popular channels about RVing, generated interest that dwarfed the next closest livestream—by more than 100x.
When the event wrapped up, we helped Newmar generate 1,434 leads, 450 SQLs, and win the RVX Display Award for the best large display.
FINAL EXTERIOR AND ENTRANCE:
FINAL CLUBHOUSE/COMMON AREA:
FINAL ADVENTURE AREA:
In this area we wanted to represent the adventure aspect of the RV lifestyle. Complete with QuietKat all terrain electric mountain bikes and video footage of people getting out there and enjoying nature. For this area we had a pine scent along with background sound of birds chirping and water flowing.
FINAL NIGHTLIFE AREA:
In this area we wanted to represent the nightlife aspect of the RV lifestyle. We turned off all above head lighting and had stars projected onto the canvas that flickered. Complete with 2 fire pits and seating and video footage of people enjoying the night time aspect of camping. For this area we had a campfire scent along with background sound of crickets and fire crackling.
FINAL CULINARY AREA:
In this area we wanted to represent the food aspect of the RV lifestyle. We brought out the induction cooktop from the motor coach in this area and have chefs preparing little appetizers for the attendees to eat (charcuterie skewers and mini s’mores).
FINAL ENTERTAINMENT AREA:
In this area we wanted to represent the entertainment aspect of the RV lifestyle. We had all of the storage bays of the motor coach open and the exterior entertainment system going. We wanted this area to reflect how easy it is to host and entertain guests with a Newmar. For this area we had a pine scent along with background sound of birds chirping.
CUSTOM “LICENSE TO DISCOVER” WALLET (TICKET INTO THE DISPLAY):
Every person that attended RVX registered online so we got the list and made custom “Licenses to Discover” wallet that they got at the front reception desk. Each card had a unique “License to Discover Number” that entered them into a drawing to win a Dometic Cooler. There was also another card that guided them through the display.
RVX was going to be all about brand exposure and product marketing to consumers through a media-oriented show. And it was a huge success. This space was exactly what we had in mind when we decided to participate in RVX.