“The Altimeter” Design and Launch

From concept to creation and execution, we mapped out the plan for the entire “Altimeter” campaign. Starting with the vehicle/camper design and wrap graphics, our creative team designed the custom, attention-grabbing graphics for the Lance Camper 855S truck camper, which creatively highlighted the camper’s four-season capabilities.

The biggest challenge of the campaign was overcoming the long-standing stigma against the product. When most people think “truck camper,” they picture a retiree with white hair, in a white truck, with a white camper on top. The “Altimeter” project was designed to break that mold and change that perception and show just how versatile a truck camper can be.

The media and public relations plan for “Altimeter” consisted of a three-step strategy – pre-promotion, launch, and then activation. To pre-promote and tease the “Altimeter” project, a realistic rendering was created and used to alert the media about when and where the vehicle would be debuted.

The vehicle debut plan had two components – the physical debut at the SEMA Show and the digital launch on the internet. As the SEMA Show kicked off and crowds flooded to the “Altimeter,” a press release and high-quality photo set produced by Kahn Media’s in-house creative team was sent to a targeted group of media outlets and influencers.

The final step of the PR plan was the activation and experiential component which put influencers and journalists in the vehicle to go out on curated off-road/overland experiences.

The Kahn Media team handled vehicle preparation and logistics for each press drive, including everything from campground reservations to stocking the camper with snacks and supplies for the guests.

The campaign was able to demonstrate the versatility and capability of the vehicle to a variety of media verticals as well as to help reeducate consumers to appreciate truck campers as a cool and comfortable option for overlanding and RVing.