Track Trailer · with The Outdoor Marketing Company
The T-van stopped being a retiree’s trailer.
One repositioning decision, held from strategy to the final cut.
- 001Brand read as a retiree’s trailerAGEING
- 002Younger families not seeing themselves in itINVISIBLE
- 003Product respect high, purchase intent lowSTALLED
- 004Specs doing the selling, story doing nothingFLAT
- 005
Loved by one generation and invisible to the next.
Track Trailer’s T-van is one of the most respected off-road campers in the country. But the brand had aged with its buyers. The T-van read as a retiree’s trailer, and younger families weren’t seeing themselves in it.
InFocus worked alongside The Outdoor Marketing Company on the repositioning.
Sell the family adventure, not the specs.
The campaign moved the story from technical capability to family connection. Positioning, messaging and production ran as one system, so the decision made in the strategy room survived all the way to the screen.
What we delivered.
The repositioning, told through a family’s trip.
One message, sized for paid media.
Proof of craft for the owners’ community.
of viewers watched at least 75% of the campaign film
For a 60-second brand film, that watch-through is rare. The film held attention because the story held together. The repositioning held because the same team carried it from the deck to the edit suite.
Lloyd Waldron
Marketing manager, Track Trailer
“Shawn delivers high quality products, planned and developed with a client first approach. Highly recommended.”