Connecting to human nature
through mother nature

Thor Industries

the short story

When you’re the lead driver in the outdoor recreational vehicle industry, there’s a certain amount of responsibility that rides along with that. The families and individuals who follow your brand and buy your RVs have a hearty passion for the outdoors and you want them to always associate your brand with their passion. So how do you not just tell but “show” your audience that you are a true steward of public lands, open roads, and natural treasures? Thor Industries needed a brand identity that not only reflected their commitment to the outdoors but would also bring all of their major RV brands under one happy brand umbrella. Wildstory was initially brought in to assist with the verbal and visual brand identity and then jumped at the opportunity to create a memorable video campaign that showcased Thor’s efforts in Corporate Social Responsibility.

Culture
Culture Building
Employee Engagement
Brand
Brand Strategy
Communications Strategy
Verbal Identity
Visual Identity
Go-to-Market Strategy
Content
Integrated Campaign
Creative Development
Copy and Scriptwriting
Brand Video

the long story

One thing that unites us as a nation is the outdoors. Millions of Americans love to get outside and enjoy time with family and friends, going off on adventures right in our own backyards or out in iconic destinations. And this love for communing with nature is the driving force behind the outdoor recreation industry and its impact on the economy. By 2018, it accounted for 2.2% of the U.S. gross domestic product and that number is steadily increasing.

 

Working to stay #1
One of the leaders in the outdoor industry is Thor Industries, an American manufacturer of recreational vehicles, or “RVs”. Their roster includes such household names like Airstream, Keystone, Heartland RV, Jayco, Livin Lite RV, and others. While they are the current number one manufacturer, Thor realized that, in the face of growing competition, they needed to work hard to hold on to that position by embracing the values and beliefs that their customers hold dear.

 

Mission first
Thor’s mission is to be seen as true, authentic supporters of the outdoors. They began a partnership with The Public Works, a Colorado-based multimedia marketing shop, to help with their outdoor image. Wildstory was brought into the mix to help build a high-profile brand for the Thor parent company that would, in turn, enhance the brands that they own.

 

A pledge we could all get behind
Wildstory, in conjunction with Thor and The Public Works, developed verbal identity work and visual identity exploration, helping the client decide on an identity that truly reflected who they were. This consultation led us to their next project, “Pick Up America” – a campaign Thor created in partnership with KOA. This campaign is a national pledge to pick up trash in our public lands and we were able to tell this story online in a visually rich way.

 

An impactful promise
In addition, Thor wanted to tell the story of their Corporate Social Responsibility (CSR) efforts and their promise to be a steward and protector of the outdoors. So Wildstory and The Public Works collaborated and pitched a video campaign about the healing powers of the outdoors, which perfectly aligned with the Thor Industries brand. Wildstory was involved in the creative development, creative direction, and production of these impactful videos, which then led to another video project with the iconic brand, Airstream.

 

The go-to road crew
Through these projects, we’ve built a solid and trust-based relationship with Thor Industries and we continue to get the call when the client needs us to tell emotional, human-centered stories that motivate people to action.