Star RV

When JUCY, known for its budget-friendly travel brand, decided to launch a premium RV offering, they turned to THESE GUYS I KNOW.

What was needed?

A strategy to determine the pathway forward; then -
A premium brand strategy for Star RV that resonated with discerning travelers.
A unique brand identity to differentiate Star RV visually in market from physical product through to online and store experience.
A strategy to engage customers digitally and drive content strategy online (given the reliance on online bookings)
Strong brand strategy and architecture for the wider group - to demonstrate how Star RV and Jucy would sit alongside each other in market

What we did:

Undertook strategy work to determine best approach to realise the market opportunity (this including considering the attributes of JUCY itself and whether the brand could extend to a premium positioning)
Developed a sophisticated visual brand identity for Star RV (having identified that this should be brand distinct from the value offering of JUCY) This visual identity, included a new logo, tagline ("Something special awaits"), and high-impact vehicle decals.
Crafted a compelling brand story focused on human experiences and the emotional connection to travel.
Deliver all written communications for trade, digital and customer in appropriate brand aligned tone-of-voice.
Work with digital team to deliver a brand aligned website including appropriate graphics and SEO optimized content
Develop a “Star Stories” approach to deliver engagement and storytelling in the market.

What were the results?

Successful launch of Star RV into the premium market.
Significant increase in brand awareness among target customers.
Strong digital engagement and a thriving online community.
Establishment of key trade partnerships to drive bookings.
Impressive first-year results, exceeding expectations for rentals and revenue.
STAR RV was even a finalist for Brand Strategy and Brand Transformation categories of the year at the New Zealand Marketing Awards.