Draft Readies DM for Motor Home Club
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.
