RV Maker Hits the Road With Draft

CHICAGO Recreational vehicle manufacturer Fleetwood Enterprises has tapped Interpublic Group’s Draft to help launch an RV shared-ownership program called Fleetwood Vacation Club.

The agency’s Chicago office will handle the launch, expected in spring 2005, which will include direct response television, print, online, direct mail and other promotional materials. The effort will target people between 25 and 55 who are likely to take driving vacations.

Draft has worked with the Riverside, Calif.-based company on its RV products for more than a year. The relationship led to the new assignment, according to a company executive. The FVC will operate like a time-share allowing members to use fully equipped motor homes from one to several weeks a year.

“We are pleased to expand our relationship even further by helping to launch and build the Fleetwood Vacation Club program,” said Yvonne Furth, president and chief operating officer of Draft Chicago, in a statement. “The Fleetwood Vacation Club is a unique and exciting new concept and we’re delighted to be working with Fleetwood to initiate it.”

ID Media will handle planning and buying for the FVC launch. Spending was not disclosed.