Since the start of the pandemic, RVshare has observed new consumers discovering the truly unique adventure of RV vacations for the first time. With 78% of our renters saying they would rent an RV again, the brand knew it was time to introduce this new form of travel to a wider audience that were craving a new type of vacation.
RVshare set out to evolve their brand positioning and identity system to establish a strong brand foundation that ensured consistency, appealed to the right demographics of travelers, and stand apart from the competition. With goals to capture the audience of those who relish in participating in life, and not just observing it, RVshare’s rebrand aims to express and highlight the magical, one-of-a-kind moments only RVing can provide.
RVshare believes that the world is your playground and that on the open road, spontaneity rules. This rebrand was developed to express the unbridled freedom that RV travel can offer and encourage travelers to “Use Your Outside Voice”.
In an effort to transform and evolve the brand image and identity, RVshare conducted brand architecture work to help define the brand position through heavy consumer research and extensive introspection. In order to portray the right image and values, RVshare first had to get an understanding of brand value and what it brings to the market that’s different from competitors.
A challenge that was met along the way was how to articulately capture and describe the culture of RVshare. Being a fully remote company with employees all over the United States, the brand had to uncover the connective tissue that brought all employees together and agree to what the next steps of this young brand was. An additional challenge we faced was the pandemic itself. It brought in many new customers to our platform as a sudden response to not being able to travel in their traditional ways. This meant that we had to align on our approach quickly while testing our operational prowess in the process. In turn, what we discovered about ourselves is that no matter where we are situated in the world we all love unique travel experiences and want to inspire others to deviate from their everyday lives - even just for a short while. At RVshare we consider ourselves enthusiastic guides in everything we do in order to make RV travel a mainstream travel option.
RVshare’s call to “Use Your Outside Voice” was met with open arms and resounding success for those travelers who were eager to hit the road. After investing in consumer research, optimizing creative and establishing clear brand values and ideology, the marketing efforts yielded great results from press and influencer coverage, to uplifts in traffic and new users.
After pitching the rebrand campaign to business, travel and lifestyle media, the “Use Your Outside Voice” campaign landed in the text of AdAge, and other RV trade publications like RVBusiness. The brand also executed partnerships with several influencers and content creators, who helped create informational and inspiring content promoting the “UYOV” message and values, igniting a desire for other travelers to do the same.
When RVshare launched the TV spot in the market, there were increases in test markets versus other control markets. The results were impressive with the average uplift in our test markets up 34% for sessions, new users were up 24%, and there was a 37% increase in organic and direct traffic.