Redefining Luxury RV Marketing for Newmar’s Essex Motorcoaches
Print Design, Website Design
Newmar, a leading motorhome manufacturer, was launching its Essex luxury motorcoach and needed a marketing strategy that would stand out in a highly competitive industry. The goal was to create a distinct brand identity that would resonate with elite buyers and elevate Essex above the "sea of sameness" in luxury RV marketing.
Insight and Strategy
Through extensive research, dealer interviews, and consumer insights, we discovered that men and women approach motorhome purchases differently:
Male buyers focused on the mechanical features, exterior design, and performance.
Female buyers prioritized interior luxury, comfort, and elegance.
This insight led to a dual-targeted marketing approach that tailored messaging for each audience while maintaining a cohesive luxury brand.
Execution
His & Hers Catalog Design: Created a two-part brochure—one highlighting the Essex’s elegance and lavish interiors for female buyers, and the other emphasizing its power, craftsmanship, and exterior design for male buyers.
Companion Website: Developed a custom digital experience to complement the print campaign, reinforcing the Essex’s luxury appeal through high-end visuals and immersive storytelling.
Custom Studio Photography: Captured the Essex in a way that elevated its craftsmanship, ensuring a premium and aspirational presentation.
Results & Impact
Industry Recognition: The campaign redefined how luxury motorhomes were marketed, earning praise from dealers and customers across the U.S. and Canada.
Competitive Influence: The strategy set a new standard in RV marketing, leading competitors to attempt to replicate the approach.
Sales Growth: The Essex line saw an impressive 45% increase in sales post-launch, solidifying its position as a top-tier luxury motorcoach.
