Draft Readies DM for Motor Home Club

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Fleetwood Enterprises Inc. asked Draft Inc.'s Chicago office to handle direct marketing for Fleetwood Vacation Club, the recreational vehicle industry's first national motor home shared-ownership program.

The agency is responsible for marketing strategy, direct response television and print ads, online marketing, direct mail, fulfillment kits, dealer merchandising and sales signage. ID Media, a Draft sibling direct response media services firm, will handle media planning and buying.

Fleetwood Enterprises, Riverside, CA, is a leading maker of recreational vehicles. It makes and sells prefabricated houses, too. Draft was picked to handle its direct marketing a year ago.

Fleetwood Vacation Club launches this spring. Members can use fully appointed motor homes owned by Fleetwood for one to several weeks yearly over a 10-year period. Draft will target consumers ages 25-55 who enjoy driving vacations and outdoors activities. Marketing also will appeal to owners of motor homes who wish to upgrade to a luxury travel vehicle.

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