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.
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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.

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