Blazing a Trail: Tom Davis + Co. to Promote Camping Accessories for Sport Utility Vehicles

BOSTON-Following a review of undisclosed agencies in Massachusetts, Texas and California, Tom Davis + Co. has been tapped to create and place national advertising for USA VenturCraft, a maker of high-end custom truck accessories and camping trailers.
The budget was undisclosed but is believed to be in the $2-3 million range. The assignment includes a national print campaign, direct marketing, public relations, trade show support and a revamping of the Abilene, Texas-based client’s Web site, said Rick McKenna, executive vice president of Tom Davis + Co.
The Lexington, Mass., agency will fashion a print campaign expected to break in May in 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 category experience with Orvis, a maker of outdoor clothing and accessories, helped the shop land USA VenturCraft, McKenna said. “It’s in the same category, talking to the same target audience,” he explained.
Tom Davis + Co., a 20-person agency that claims about $17 million in total annual billings, is in the midst of an aggressive push to win new business outside the region. “Things are flat [in New England],” McKenna said, particularly in technology and financial services, mainstays of the region’s economic base.
Looking for potential clients beyond the six New England states, particularly to “hot markets” such as Texas and California, “protects the agency and allows us a chance to grow,” he said.
Several small to midsize shops-including Harpell/Martins & Co.
in Maynard, Mass., and Allen & Gerritsen in Watertown, Mass.-have enjoyed impressive growth spurts by adopting a similar strategy.