Long-Haul Match for VenturCraft

USA VenturCraft, an Abilene, Texas-based manufacturer of high-end custom truck accessories and camping trailers, last week awarded its advertising account to an out-of-state agency.
Tom Davis+Co. in Lexington, Mass., was handed the account after a review that also included The Affinity Group in Abilene.
The budget was undisclosed but is believed to be in the $2-3 million range. The business was previously handled internally, according to USA VenturCraft president Stuart Hall.
Hall said the strength of Tom Davis’ proposed creative strategy was one of the deciding factors.
The assignment includes the development of a national consumer and trade campaign, direct marketing, public relations, trade show support and a “revamping” of the client’s Web site, said Rick McKenna, executive vice president of Tom Davis+Co.
The agency will fashion a print campaign expected to break in the May Field & Stream and other camping and outdoor enthusiast magazines, McKenna said.
The ads will tout the company’s Trail Blazer line of products, particularly the Piggyback Pod, a storage locker that fits onto the back of sport utility vehicles, he said.
The agency’s experience working with Orvis, a maker of outdoor clothing and accessories, helped the shop land USA VenturCraft’s account, McKenna said. “It’s in the same category, talking to the same target audience,” he explained.
Tom Davis+Co. is a low-profile, 20-person agency with about $17 million in annual billings. The shop is currently striving to win new business in “hot markets” like Texas and California, McKenna said.