Airstream/Tommy Bahama Special Edition Product Launch
A match made in heaven, or on a beautiful sunlit beach in the Florida Keys, is how you could describe the partnership with Airstream and Tommy Bahama. Airstream, icon of the US RV industry and Tommy Bahama, an American fashion house famous for their classic, island-inspired resort apparel, teamed up to create two special edition products. While Airstream has collaborated with other notable American brands (Eddie Bauer, Pendleton Woolen Mills), it's the first co-branded partnership to develop special editions for both a travel trailer and a touring coach. Airstream and Tommy Bahama are luxury brands whose consumers value and celebrate travel, along with the finer things in life. These two island-themed vehicles are designed to deliver just that.
Setting the Standard for Two Brands That Have a Lot in Common
The Airstream units were infused with Tommy Bahama island-inspired prints and patterns. To insure both brands were integrated seamlessly, Graphica developed guidelines to create a comprehensive marketing launch that promoted their unique combination of style and function.
The Airstream/Tommy Bahama launch guidelines provided the Airstream creative team with the foundation for messaging and visual elements that were used to produce a broad range of materials including original photography, videography, press release materials, product pages on airstream.com, social media campaigns and an Airstream dealer toolkit. The toolkit included brochures, print ads, digital ads, website imagery and direct mailers.