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2. BACKGROUND: Fighting rising gas prices
Airstream, America’s first and premiere trailer company, was in an unenviable
position to remain relevant as gas prices rose and flying remained the
#1 travel option. They asked us to
CHALLENGE: Make the irrelevant, relevant
We thought about whom may actually use the trailers in this challenging
economic climate: Middle class families with the resources to fly but may opt
out for the possibility of a classic American adventure that may revive their
childhood. Working fathers and mothers that work long hours to provide a
stable and well rounded life for their families may consider the opportunity to
experience the country that they are used to flying over from a different
vantage point, the road.
so the challenge is to make Airstream a viable option
…by selling a product no one is considering
The American vacation has become extremely cookie cutter. Families go
online and know everything that they
are going to experience before they reach their destination because internet
travel websites map out their itinerary. Choosing Airstream can provide
families with an unpredictable adventure that can be discovered by
taking the wrong turn or stumbling across a priceless treasure that Google
has not discovered as of yet.
We live in an on demand world so it may seem more convenient to fly and
reach your destinations quicker, but
. Travel plans can be changed at the last minute if a
family chooses to drive to their destination instead of flying.
3. TARGET: Adults 35-54
Once we identified the key advantage of Airstream’s ability to travel freely,
finding a target was a lot simpler. Who would love to relive the American
Road trip and escape the responsibilities of their daily routine? Working
Give them what they want… freedom.
We gathered results from several surveys and 80% of working adults hate
their jobs. They are slaves to their desks and resent the responsibilities that
come with being an adult.
with their families.
CREATIVE STRATEGY: GET LOST IN YOUR WORLD
We created a campaign around the tagline ‘Get Lost in Your World’ on
several platforms and a new device to reinstate Airstream’s position in the
American traveler’s mind.