Traillite Brand Refresh

As New Zealand’s leading experts in motorhome and caravan design and manufacturing, TrailLite Group has come a long way since their inception in the 1950s. They’ve continued to push the envelope on luxury motorhome design and now sell some of the world’s most reputable international brands as well. We’ve worked with them for many years along the way on everything from HubSpot content strategy and marketing to a fully updated brand architecture and identity.

With a need to separate their manufacturing operations from their retail operations, but a desire to maintain the strong equity in the TrailLite name on both sides, we proposed two distinctive, yet complimentary brands: TrailLite Group for the retailer who interacts with customers and TrailLite for the product they make (which you can see here). We developed extensive messaging guides, distinct tones of voice, and complementary visual identities to ensure each brand had a solid foundation of difference. The results of the launch campaign were impressive, with overall uplift across website visits, duration of visits, and direct brand searches. The overall ROI of the campaign was approximately 3100% - an astounding result for TrailLite Group.