Middlebury, Ind.-based RV manufacturer Jayco has launched a new marketing campaign, “We Were Built for This,” aimed at promoting RVing as an ideal way to vacation amidst the coronavirus pandemic.
Created by Jayco’s Chicago-based marketing partner for the past five years, LoSasso Integrated Marketing, the campaign highlights how Jayco, the industry and RVers have faced obstacles and difficulties before but have always prevailed, and the ways in which RVs provide the ideal vacation while staying safe and social distancing.
“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. We’ve come back from tough situations before, and we know we’ll do it again.” he stated.
Key features of the campaign include print and video assets, along with a landing page containing stories and information about the coronavirus as it affects the industry, anecdotes from veteran RVers who have learned the value of the RV lifestyle, and several stories of how Jayco, along with the industry, have been through tough times before and have prevailed. Here’s the home page for the campaign, where visitors also can watch a “We Were Built for This” video.