Challenge:
To relaunch caravan range after slow market entry/ soft launch and position as quality in overcrowded market
Solution:
- To use the opportunity of introducing new PR agency to media as a way of updating them on the growing range of caravans and offering loan vehicles
- Interview caravan designers to understand the unique smarts / appeal of the Haines’ caravans and incorporate into media materials
- Focus PR efforts on fostering relationships with most influential media and developing a tailored loan program with itinerary to put the a caravan through its paces.
Results:
- Cover photo and story in RV magazine, Australia’s premier recreational vehicle magazine (circ )
- Haines was able to use resulting coverage within caravan dealing network to demonstrate commitment and secure dealers.
The RV cover story was the most significant media coverage on our caravans we had received to date and also provided us with some great photo material that we were allowed to use in future marketing.