After segmenting their users into three groups – retirees, outdoor enthusiasts (the largest user segment), and younger affluent creative types, the folks at Airstream have decided the time is right to give some attention to the final group, which is their fastest growing segment. Oddly enough though, this group is not interested in hitting the road, but rather in using the upscale vehicles for alternative often stationary purposes such as guest houses, home offices and studios.
Since the trend began with celebrities, (Johnny Depp reportedly uses his as a pool house) it makes sense that the niche campaign will focus on celebrity efforts, a partnership with Bloomingdales, home catalogues, and the now ubiquitous sweepstake. (Greenberg, 2010)
So what do you think? Will this approach strengthen the bottom line by bringing new users into the category, or backfire by alienating core outdoors and travel buyers?
Greenberg, K. (2010, September 17). Airstream Looks To Younger, Creative Affluents. mediapost.com. Retrieved September 22, 2010, from