Brand events have become a powerful tool in the world of marketing, allowing companies to connect with their current customers or target audience on a more personal level. Leisure Travel Vans (LTV), a high-quality RV brand based in Manitoba, Canada, recognized the importance of fostering regional communities among their LTV RV owners. To achieve this goal, they turned to the organization of multi-day RV rallies. This case study explores how LTV leveraged the power of events to engage their customers and enhance their overall experience an an over of a Leisure Travel Vans RV.
Objective: Revitalizing Owner Communities
Leisure Travel Vans aimed to invigorate stagnant regions of their Travelers Club. Their initial focus was on the Texoma region (TX/OK/AR/LA) and later expanded to the Rocky Mountain region (CO, WY, UT, NM). The objective was to create a sense of camaraderie among LTV owners, provide enjoyable product experiences through events like RV rallies, and showcase the amazing destinations for RV travel within these regions.
Solution: Planning Unforgettable Rallies
To address Leisure Travel Vans' needs, a comprehensive plan was developed to organize and host two rallies per year over a period of seven years. The locations were carefully curated within or nearby each region, taking into account their appeal to RV enthusiasts and the array of available activities and interests.
The chosen destinations included iconic locations such as Rocky Mountain National Park, Bryce Canyon National Park, Palo Duro State Park, Garden of the Gods, and Manitou Springs. Accessibility to nearby attractions by foot, bike, or public transit was prioritized, catering to RVers who did not tow an additional vehicle.
The rally planning process encompassed every aspect of the event, including choosing desirable destinations, reserving RV sites, securing pavilions or buildings for gatherings, planning group meals, organizing physical activities like bike rides and hikes, arranging tickets for attractions, coordinating guest speakers, and hosting technical talks related to RVs. Relevant sponsors, such as RV dealerships, were also brought in to enhance the event experience.
Results: Strengthening Community and Engagement
The RV rallies organized by Leisure Travel Vans proved to be a resounding success. By providing LTV owners with opportunities to connect and share their experiences, the events fostered a sense of community within each region. Attendees formed lasting friendships and valuable connections, leading to increased brand loyalty and advocacy.
The carefully curated experiences at each rally left a lasting impression on the participants. They were able to explore breathtaking natural wonders, engage in physical activities, learn from industry experts, and enjoy shared meals and socializing. The rallies created an environment that brought the LTV brand to life, showcasing the benefits and features of their RVs while allowing customers to fully embrace the RV lifestyle.
Conclusion: Harnessing the Power of Branded Events
Leisure Travel Vans successfully utilized brand events to revitalize stagnant regional clubs and strengthen their customer communities. The carefully planned RV rallies provided LTV owners with unforgettable experiences, forging deep connections and fostering brand loyalty. By organizing multi-day events in desirable destinations, coordinating engaging activities, and investing in attendees' overall experience, LTV showcased the true essence of their brand.
Brand events, such as RV rallies, offer a unique platform for companies to engage with their customers on a personal level. The success of Leisure Travel Vans' case study demonstrates the potential for event marketing and experiential marketing to drive customer engagement, foster brand loyalty, and create lasting memories.
If you need help planning small, medium, or large-scale event for your brand, PresiCo can curate brand-appropriate experiences for your customers or internal teams. Simply contact PresiCo to discuss your company's event.