Jayco - Camping + So Much More

For Jayco’s latest campaign, we were tasked with demonstrating the value of an RV beyond the traditional selling points of camping and road trips. To address this challenge, we developed the concept of "Camping +", highlighting that RVs are an investment that can be utilized far more than the typical 3-4 camping trips per year. The campaign emphasized the versatility of RVs for various uses, such as providing extra space for unexpected guests, traveling for youth sports, or serving as a mobile office or entertainment hub.
We crafted multiple ads to showcase these different “pluses,” tailoring the messaging to meet potential buyers at various stages of the purchasing funnel. For those at the awareness stage, we focused on broad, lifestyle-driven benefits, while for those further along the buying journey, we honed in on more specific use cases and practical considerations. Each ad connected emotionally with the idea of getting more out of your RV investment, demonstrating that it’s not just a recreational vehicle, but a versatile asset that enhances your everyday life.
The campaign spanned both print and digital platforms, ensuring a consistent message across all touchpoints. We also produced a long-form video that told the full story of "Camping +," showcasing the different ways a Jayco RV could fit into various life scenarios. In addition, short-form versions of the video were created for use across social media channels to drive engagement and reach new audiences.
This multi-faceted approach helped position Jayco’s RVs as more than just vehicles for occasional use, but as valuable, flexible assets that provide year-round benefits, offering far more than just camping experiences. The creative and versatile execution of the "Camping +" concept allowed us to appeal to a broader audience while reinforcing Jayco's reputation for quality and innovation.update