imre has been the PR AOR for Airstream for nearly a decade. As the Airstream brand has modernized, we have worked side by side with the brand to increase visibility in the outdoor lifestyle world and help the brand make believers out of new audiences.
We’ve supported Airstream through creative brand partnerships, unique media experiences and new product introductions, including the launch of an all-new Airstream made with fiberglass materials versus the traditional aluminum silver bullet that its audience is familiar with.
We needed a unique approach to reach the design-savvy audiences that would appreciate the distinct design of Nest by Airstream, specifically those that have never previously considered an RV.
We conducted a pre-launch targeted pop-up mailer program to 50 national press publications ahead of launch inviting them to experience Nest by Airstream. This led to a successful experiential media loan program and a calendar of media opportunities filled for six months at launch.
We stationed the unit across the country at peak times to offer media the chance to experience Nest by Airstream during their own curated weekend. By creating unique travel experiences, we were able to station media at beautiful landmarks to showcase Nest by Airstream’s full potential from design elements to a luxury home on wheels.
In addition to media loans, we used Nest by Airstream as a discussion point for Airstream’s executives to contribute to conversations surrounding design in the RV industry. Maintaining their thought leadership, the product development team received the opportunity to connect Airstream’s past to its present within design elements, manufacturing and customization.
What We Did:
Earned Media Relations | Media Mailer Seeding | Product Launch Strategy, Planning & Execution | Secured Media Loans + Product Placements
Using an integrated approach that went beyond traditional media outreach and press release distribution, and instead focusing on experiences, events and new media targets, we were able to generate visibility for Airstream across an entire segment of design-minded individuals. Coverage surrounding the launch of Nest by Airstream garnered 1.1 billion media impressions across 112 earned media placements.