Thule Hits the Road with a Road Trip Integrated Marketing Campaign

Thule, the world leader in sports utility transportation, is launching an integrated marketing campaign this spring that focuses on the Road Trip.
Author:
Updated:
Original:

Thule, the world leader in sports utility transportation, is launching an integrated marketing campaign this spring that focuses on the Road Trip. The theme will run through a print and outdoor advertising campaign, a dedicated website, www.thuleroadtrip.com, and all of Thule's 2006 consumer catalogs and point of purchase materials. The creative for the campaign was executed by Thule's advertising agency TDA Advertising, based in Boulder CO.

“The road trip is something that everyone can relate to and is part of our nation's fabric, like apple pie or an afternoon game at Fenway,” said Fred Clark, President of Thule Inc. “Our Road Trip campaign embraces the mystique of the open road, whether it is a weekend escape or a cross country adventure, while our products provide the platform to take your gear with you safely, easily and in style.”

Thule's outdoor advertising campaign challenges travelers to hit the open road with whimsical lines like “Keep driving until there are no billboards.” and “It's a Suburban Utility Vehicle if you don't go anywhere.” Along side of the statements is inspiring imagery with Thule branding and promotion for a local Thule retailer. The outdoor advertising will run in Boson, MA, Seattle, WA, Salt Lake City, UT, Denver, CO, Minneapolis, MN, Portland, OR and Sacramento, CA from early April through May.

ThuleRoadTrip.com is designed as a forum for visitors to share their road trip experiences and to gather useful information in preparing for a trip. The site, soon to be launched, will include traveling tips, stories from content partners, and contests to win Thule products. There will also be a blog with content from Thule's Envoys as they visit dealers and consumer events across the country.

The songs that help the miles click by are at the forefront of Thule's print advertising creative. With the tag line, “you bring the tunes, we'll carry your toys”, the ad features the titles of numerous road trip related songs laid opaquely over the top of an image of a vehicle brimming with bicycles, a kayak and a Thule rooftop box on an open road. The ad is scheduled to appear in various buyers' guides through out the year including Outside and Mountain Bike.

To enhance any road trip experience Thule has developed a number of air fresheners as promotional give-aways. The fresheners feature the shape and scent of such trees as the Washington Apple, Florida Palm, Vermont Maple, New Mexico Cactus, and Colorado Aspen. Thule's Envoys will be distributing them at the consumer and retailer events that they visit through out the year.

Thule Inc. is a wholly owned subsidiary within the Thule Group. It is the leading US manufacturer of car rack products, with production sites in Seymour, Connecticut and Chicago, Illinois. Thule's product line features multi-purpose roof racks, roof top boxes, rear mount racks, and accessories for outdoor equipment including bikes, skis, snowboards, kayaks, canoes, and surfboards. For more information visit www.thule.com.

###

Related

Thule Announces Their 2008 Road Trip Vehicles of the Year

Seymour, Conn. -- With the summer travel season quickly approaching, Thule, the world leader in transportation accessories, is proud to announce the awards for their inaugural Thule Road Trip vehicles of the year. This distinction is reserved for automobiles above and below ...read more

Wiedemann Joins Thule as Product Manager

Thule, the world leader in Sport Utility Transportation, announced today the hiring of Karl Wiedemann as Product Manger. Wiedemann will be responsible for the development of fit kits and load carriers, as well as the introduction of Thule snow chains in the North American market. ...read more

Thule Recognizes Sales and Service Excellence

Thule, the world leader in sports utility transportation, recently recognized Y.P.S. Inc. of Seattle, WA with Agency of the Year honors. The Y.P.S. team of Ned Johnson, Kathy Southard, Steve Plass, and Rob Scott were recognized for the strong sales and service they demonstrated ...read more

Thule to Sell and Distribute Direct to Canadian Dealers in Spring 2007

After over 25 years of working exclusively with Canadian distributor Sport Dinaco, Thule, the world leader in Sport Utility Transportation, will assume all distribution and sales of Thule products in Canada starting in the spring of 2007. The change is a result of Thule's recent ...read more

Thule acquires Case Logic Inc.

Malmö, April 30, 2007 - Thule AB, the world leader in Sports Utility Transportation, acquires Case Logic, Inc. and all subsidiaries of the US based storage and organization solutions company. Case Logic is a leading player of storage solutions and lifestyle accessories in both ...read more

Thule completes acquisition of Brink, Valley Industries & SportRack

Malmö, September 7, 2006 - Thule, the world leader in Sports Utility Transportation, announces the successful completion of the acquisition of Brink International BV, Valley Industries and Sport­Rack Accessories. The acquisition was announced on May 18 and has been thereafter ...read more

Thule SMART System to Enhance the RV Experience

November 27, 2006; Seymour, CT- A new system for recreational vehicles that lets users easily attach lifestyle accessories such as countertops and LCD screens to the exterior of a vehicle has been introduced by Thule, the world leader in sport utility transportation. Owners of ...read more

Thule Set to Roll with the Tour of California into the 2007 Road Cycli

Throughout the 2007 road cycling season Thule will be supporting some of North America's top road teams, individual riders, and neutral support programs, including Colavita/ Sutter Home presented by Cooking Light, Navigators Insurance Cycling Team, and BMC Racing, who will all be ...read more

Thule closes the acquisition of Case Logic after anti trust approval

Thule, the world leader in Sports Utility Transportation, announces the closing of the Case Logic acquisition after approval of relevant anti-trust authorities. The transaction was originally announced on April 30th, 2007.“The Case Logic acquisition adds a highly complementary ...read more