Jayco’s newest marketing campaign will emphasize the resiliency of the RV lifestyle and the tight-knit community that makes the RV industry what it is.
“We Were Built for This” is aimed at promoting RVing as an ideal way to vacation amid the coronavirus pandemic, Jayco announced Thursday, May 21. Jayco’s positive messaging will highlight the community, toughness and adventurousness of RVers.
Created by Jayco’s Chicago-based marketing partner of the last five years, LoSasso Integrated Marketing, the campaign reflects on how Jayco, the industry and RV owners have faced obstacles in the past, but have always prevailed.
“The campaign encompasses all of the appeal of the RV lifestyle and the strength of our industry,” said Derald Bontrager, Jayco president and CEO. “Vacationing in an RV affords people the freedom from the stressors of everyday life, while providing the space needed to social distance and stay safe during the current pandemic we’re facing.”
“RVers are adventurous and resilient. So is our industry, and Jayco, which has faced its own set of adversities in its 52-year history,” Bontrager said. “We’ve come back from tough situations before, and we know we’ll do it again.”
The campaign’s key features include both print and video assets, along with a landing page containing stories and information about the coronavirus as it affects the industry. Jayco will also feature anecdotes from veteran RVers who have learned the value of the RV lifestyle, and several stories of how Jayco, along with the industry, have weathered tough times before.
According to Jayco, RVing is “built on what’s important: family, fun and the great outdoors.”
The page also includes educational resources and lifestyle content for those considering RVing for the first time. Jayco, along with LoSasso Integrated Marketing, will continue to update the landing page with content to keep interested RVers in the know, such as how to vacation safely in an RV and relevant features of Jayco RVs.
For all of the current information, visit www.jayco.com/builtforthis.