Airstream Inc., the 80year-old recreational vehicle company known for its iconic -- and patented -- silver-bullet designs has been stealthily turning up the flame on efforts to reach younger, creative affluents with partnerships, celebrity efforts and media programs. The company, whose products are about three times the cost of the average RV and whose sales represent about 1% of the total market, is
nonetheless the most easily identified brand in the segment. This month, the Jackson Center, Ohio-based company is partnering with Bloomingdale's for its fall "Hot" campaign wherein an Airstream trailer will appear on the cover of the home catalogue, and across Bloomingdale's marketing platforms in stores nationwide. In the travel-themed campaign, Airstream
vehicles will be in the Men's, Women's, and Home catalogues, and on store signage. Bloomingdale's is also hosting lifestyle events where Airstream dealers will show their best-selling travel trailers and touring coaches. Bloomingdale's is also conducting a consumer sweepstakes with a grand prize being a 2010 16' Sport -- Airstream's Continued Page 2