Campaign adds cash
LAS VEGAS - The national 'Go RVing' advertising program is getting a fresh infusion of cash. The campaign includes magazine ads, TV spots, Internet banner ads and direct mail.
During the next three years, the campaign will spend $40 million, said Andrew Hertzberg, vice president of Eisner Communications, the Baltimore agency developing the campaign.
The first phase of 'Go RVing' spent $20 million during the three years ended last month and generated 165,000 sales leads, Hertzberg said.
During the next three years, dealers will get ad slicks, video and posters to tie in with local advertising to the 'Go RVing' theme. All RVs have a seal affixed, certifying compliance with rules set out by the Rec-reation Vehicle Industry Association. The so-called seal fee of $44 provides most of the campaign's funding.
FORD CHASSIS PLANT
DETROIT - Ford Motor Co. produced the first F-53 Class A chassis on its new assembly line here last week. The plant, a joint venture between TruMark Inc. and Mackie Automotive Systems, will turn out 20,000 to 24,000 units per year. Salable chassis will be produced by the end of October.
Ford has been cutting production volume of the chassis this year, disrupting plans at motor home manufacturers. Quin Corbridge, chassis administrator for Fleetwood Enterprises Inc., said Ford has cut his 1999 allocation of 10,000 F-53 chassis by one-third.
Corbridge said he hopes to get more chassis: 'Maybe with the new plant, the shortfall will not be so pronounced.'
REXHALL LOOKS EAST
LANCASTER, Calif. - Rexhall Industries Inc. is opening a sales division focusing on the eastern United States. CFO Thomas Zirnite said the company now has about 100 dealers carrying its products.
'We are well represented west of the Mississippi, but have not had a great amount of exposure to the east,' Zirnite said.
Rexhall hopes to have 100 more dealers east of the Mississippi by the end of 2001.
Rexhall has been focused on the west since it closed its Elkhart, Ind., manufacturing plant in 1997.
Representatives in the new sales division will be given a Rexhall coach and will spend most of their time on the road, Zirnite said.