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Millennial Media Opps: Airstream launches new campaign to promote new trailer (Score 42)

Upward Brand Interactions and animation studio Calabash. The three spots features two cute hummingbirds - Gigi and Dave - that will appear in digital spots running on the company's website, social media channels and on kiosks in Airstream showrooms and auto/RV trade shows.  

The first spot already launched, the second spot will launch in late July and the third will launch sometime in the fall, so keep on Airstream and go after potential revenue from this campaign. After that, focus on the peak summer travel period, Q2-Q3. The campaign, and trailer, are meant to appeal to a younger generation (millennials), so those with high ROI among them will have the biggest advantage.

Airstream's marketing channels include experiential, outdoor, digital, retail marketing, PR and partnerships. Most notably, they have been pushing their name into TV shows (like Netflix's "The Ranch"), have released a special partnership with Tommy Bahama.

Their marketing spend seems to be going up, too. From 2016 to 2017, out-of-home increased from $12,132 to $21,231 and spot TV increased from $0 to $5,701 (per Kantar). ksl.com. 

Agency & martech readers - Airstream promoted Mollie Hansen to CMO this past January. While promotions aren't the same harbinger as an outside CMO hire, agency changes may still be imminent. So, keep reaching out, or start reaching out, to see what work you can secure. It looks like Airstream hires agencies on a project-by-project basis. You may find Upward among your competition.