Utility

While most of the Airstream community is driven by romance, aesthetics and luxury, these people are driven by logic and pragmatism. They may appreciate some of those other elements of their trailer, but what they truly see in an Airstream is the right tool for the job. The best possible solution to their overland travel needs. They run a tight ship. They don’t listen to music very loud or take their eyes off the road. They appreciate that everything has a place in their trailer and can be stowed and accessed easily. These are pilots, ex-military, professors and engineers. They travel with a well-mapped itinerary where the leisure time is accounted for just as if it were a pit stop. Their wives and/or kids help act as a counterbalance to their over-scheduling and over-organization of everything. They do exhaustive research before every purchase decision and while they don’t part with money easily, they trust Airstream to be a sound investment.

“Freedom of exploring with comfort and reliability.”

Utility – Airstream provides access to A GOAL

“I’m hopeful that the quality and fit and finish will last significantly longer than other brands. With the cost of gas and stress of towing my previous travel trailers, I am looking forward to getting out to places farther away again.”

Marketing Guidelines

Sense of Adventure:

New experiences Plowing through the bucket list Hitting all the top rated spots in the guidebook

Visual Direction:

Family camaraderie Open road Factory/Aspects of engineering and assembling product Quality details Efficiencies and technologies

Key Messages:

Quality story Aerodynamics Form follows function Durability (no surprises) Ease of use Longevity Safety

Tone:

Confident Smart/Informed Direct Careful