Ingersoll-Rand's Club Car unit is targeting consumers for the first time in a new print campaign from BBDS.
Club Car, a golf-cart type vehicle that traditionally has targeted golfers and other commercial users, is introducing the Pioneer Performance Utility Vehicle, a rough-terrain vehicle designed for farmers, ranchers and construction workers as well as recreational use by outdoorsmen.
To reach this new consumer audience, BBDS in Chicago developed several print executions that break in June and July issues of Field & Stream, Farm Journal and Farm Equipment. Additional executions are planned for summer issues of ATV Magazine, Western Horseman and selected state fishing and gaming publications.
The ads are tagged "Take on more." One features a man reeling in his fishing line while leaning against a Pioneer vehicle. The top section of the ad shows pictures of a deer, a hunting cabin and hunters. "Just remember if anyone asks, you got it for hauling," reads the copy.
"We wanted to show that this is a cross-over vehicle for ATV owners wanting more versatility, passenger carrying capacity, as well as commercial use in construction and farming," said BBDS president and CEO Dick Sanderson.
BBDS also created radio, direct marketing and point-of-purchase advertising.
This is the first time in many years that Club Car has embarked on a major national ad campaign. "They have mostly done their marketing in golf magazines," Sanderson said. Spending on the effort was not disclosed.