WOODLAND HILLS, CA: Airstream, a manufacturer of luxury travel trailers, hired JMPR as its new AOR to assist with its rebranding. The firm will help Airstream target a younger demographic of active families and professionals in their early 40s.
On April 1, the California-based agency began strategic brand positioning through media outreach and product promotion.
JMPR will kick off the effort May 3 with a product showcase at the 2008 Legends of Motorcycle Show in Half Moon Bay, CA.
Past agencies to handle PR efforts for Airstream included Ogilvy PR, Minneapolis-based Fast Horse, and most recently, Spiker Communications.
"We plan a lot of cross-pollination with [our contacts] in the industries of entertainment, de-sign, and transportation," said JMPR president Joseph Molina. "Still, with a product like the PanAmerica, our main priority is changing people's perception of the brand by getting people to... experience it firsthand."
To help expand the company, JMPR will remind the next generation of possible customers that Airstream is still being made and will seek to tap baby boomers interested in the outdoors and travel, Molina said.
Bob Wheeler, Airstream president and CEO, said, "[JMPR president Joseph Molina] came to us, and he had such a passion and knowledge of the brand."
Wheeler added that JMPR's relationships with other transportation clients would support Airstream's broader objectives.
JMPR currently represents several automotive accounts, including Bentley Motors and Ducati North America.
Molina said he'll use that roster to aid Airstream's rebranding.