A campaign combining DRTV, print, direct mail and online efforts will help Fleetwood Enterprises Inc. launch a motor home shared-ownership club.
The Riverside, CA-based recreational vehicles manufacturer has tapped Draft Chicago to create the Fleetwood Vacation Club, set to debut this spring. Members will be able to use the homes from periods ranging from one week per year to several weeks annually over a 10-year period
ID Media is handling media buying and planning on the campaign, which will target consumers between the ages of 25-55 who enjoy driving vacations and outdoor activities, as well as those consumers who currently own a motor home but would like to upgrade to a luxury travel vehicle. Bill Gorski, executive vice president and director of direct marketing at Draft Chicago, noted in a statement that the agency used a combination of existing data from the RV and vacation categories and new research to identify which consumer segments the Fleetwood Vacation Club would target.
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