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Airstream Launches "Live Riveted" Integrated Marketing And Social Media Campaign

Stocks in this article: THO

JACKSON CENTER, Ohio, June 3, 2013 /PRNewswire/ -- Airstream, the most recognized RV manufacturer in North America, today announced a new social-media driven campaign, " Live Riveted ". The campaign, which launches today with a 90-second video, consumer manifesto and "live riveted challenge", will be anchored by a new microsite, http://www.liveriveted.com.

On the heels of Airstream's most successful year in the company's 82-year history, Live Riveted is a platform that encompasses the excitement the brand was founded upon and the overriding theme that connects people from all walks of life to Airstream and the travel and outdoor adventure it inspires.

"Airstream founder Wally Byam not only created a timeless product, but he also inspired a lifestyle and dream for millions of people," said Airstream, Inc. President and CEO, Bob Wheeler. "Wally challenged us to 'strive endlessly to stir the venturesome spirit,' and we believe the Live Riveted campaign captures this spirit and encourages everyone, whether or not they own an Airstream, to create their own adventures."

The Live Riveted initiative is supported by a microsite and online community that lives on Airstream.com. At launch, the site features:

  • Live Riveted Stories: Airstream's editorial team will post interviews with people who embody the Live Riveted lifestyle. The stories will range from people who travel the US in their Airstreams to celebrities using their notoriety to help change the world. Designers, collectors and enthusiasts and sports storied will be featured from a variety of the world's most riveting past-times.
  • Live Riveted Manifesto: The Live Riveted Manifesto, based on Wally Byam's original Airstream Creed, defines what it means to Live Riveted and invites everyone to sign and share it.
  • Live Riveted TV: A Live Riveted video introduces the initiative. Many more videos will be posted on the microsite as the campaign rolls out.

The site is expected to evolve into a thriving community where users will share their own stories, create their own challenges and support others in their quests to Live Riveted .

"Every day I meet people who are doing great things in this world and are inspiring others to do more," said Mollie Hansen, Airstream's VP of Marketing. "We believe this group will motivate others to share their stories and help grow the Live Riveted community." 

The Live Riveted campaign was created by Airstream's creative agency of record, Sausalito, Calif.-based, Skadaddle Media.

About Airstream Airstream, manufacturer of the iconic "silver bullet" travel trailer, is the oldest recreational vehicle manufacturer in North America. Following founder Wally Byam's credo, "Let's not make changes, let's only make improvements," Airstream has remained a timeless classic throughout its 82-year history. A subsidiary of Thor Industries (NYSE: THO), Airstream is based Jackson Center, Ohio, where a team of craftsmen remains dedicated to preserving the brand's legendary reputation for premium design, quality and innovation.

More information about Airstream, our dealers and current travel trailer and touring coach models can be found at www.Airstream.com. For the latest news on Airstream, "like" us on Facebook or follow us on Twitter @Airstream_Inc.  

About Skadaddle MediaSkadaddle Media is a Sausalito, California-based creative shop. Founded in 2008, Skadaddle conceptualizes designs and executes campaigns, events and original content that effectively engage target audiences and consumers across multiple media delivery platforms. In addition to the Airstream campaign, the company created and still executes Mutual of Omaha's successful national "aha moment" campaign, for which it develops broadcast TV spots, social media opportunities and a national consumer experiential tour. Skadaddle recently sold its original animated web series, OF COURSE about a regular golf foursome, and is developing a new apparel brand. For more information, please visit http://www.skadaddlemedia.com.

SOURCE Airstream

Copyright 2011 PR Newswire. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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