Gabrielle Lulloff *Natalie Schaaf* Kendall Steinhoff Vibrant Trail: Campaign and Deliverables Summary The primary thrust

of our U-Haul ad concept is to exhibit the sundry offbeat roadside attractions one could encounter while driving on a move, turning a mundane move into an adventure worth remembering, and making U-Haul look more attractive as a vehicle for such an adventure. Our teams vision of our overall campaign was sort of a two-pronged approach. We liked the idea of creating a campaign tailored to state/regional audiences, but we didnt want to exclude the idea of targeting a national audience as well. Our campaign ultimately incorporates both, with print ads that targeted regional audiences, and outdoor ads, direct mail ads, and other goodies that alluded to the national campaign. Our billboard for U-Haul incorporates quirky roadside destinations across America since it is a large-scale advertisement that many can see while driving. The slogan to go along with the American roadside attraction map is Wherever your destination may be The adventure starts with U. The U-Haul logo, placed on the top of the advertisement, would be the first thing people would see when passing by the billboard. Roadside destinations included in the map are Bessie the big cow in Janesville, Wisconsin; Tommy the turtle in Bottineau, North Dakota; the worlds largest frying pan in Long Beach, Washington; the Hollywood sign in Hollywood, California; the Route 66 monument in Tucumcari, New Mexico; the worlds largest ball of twine in Cawker City, Kansas; worlds largest chest of drawers in High Point, North Carolina; the Dole plantation in Wahiawa, Hawaii; and the Statue of Liberty on Liberty Island, New York. These fun and unpredictable stops can be seen while youre traveling and they show a wide variety of possible places our target audience would stop while moving. Our print ad campaign continues with the concept above by exhibiting several different roadside attractions, some shown on the map, some not. One of our ideas was to use the monuments shown on the map in our national campaign, and circulate the ones not shown on the map (that is, the more obscure, less eye-catching, less iconic ones) in

regional venues. We created a few minimalist ads that could be used as half-page magazine ads, and one larger and more vibrant full-page magazine ad The Cawker City twine ball was one of our favorite monuments, as we felt it truly epitomized the idea of the Quirky Roadside Thing that we were trying to put on display in tandem with the UHaul. Therefore, for our primary print ad, we put it front and center in vibrant color. Our smaller ads are more subduedhere, we utilized actual car and truck windshields heavily in the graphics, with the idea being that the viewer is looking out at the attraction from the U-Haul truck (evinced by the U-Haul decal on the windshield glass).The campaign is unified by use of a common typeface and incorporation of the logo. For our smaller ads, we re-used Bessie the Cow (to be incorporated in a national campaign); Fred Smiths Concrete Park in Philips, Wisconsin (as part of a state campaign); and Luis Jimnezs Mustang statue outside the Denver International Airport in Denver, Colorado. The direct mail format is a post card with the same theme as our billboard. We decided to connect these two advertisements because they can be seen and delivered on a more national scale so we didnt want to pin point one particular state. The same funky roadside destinations are displayed on the front of the post card with a different background color. The back displays a post card that is meant for real use. Information is provided in small font at the bottom showing to Send your new address to your loved ones with the U-Haul postcard. On the right side they can write a little note to whomever they are sending this to and it ends with Best Regards, U-Haul. This advertising message will help reinforce our brand name with our target audience and will keep U-Haul in their memory in the future as their number one moving resource. The magnet design included is another goodie associated with the map concept. We re-used the map graphic used for the billboard ad (with some modifications for readability at its adjusted size), re-scaling it into a form that could be put on the consumers refrigerator or other magnetic surfaces around the home. We liked the magnet idea as a way to put the campaign and the brand into the potential consumers own home and keep it in their fields of vision and consciousness. It could be distributed with the direct mail ad, or handed out directly at U-Haul services.

As a part of our guerilla advertising, we have altered the original theme of the UHaul truck graphics to suit our campaign. It would be a shame, in our opinion, not to utilize U-Hauls own trucks as an advertising vector. Presently, U-Haul has visuals on the side of the truck that represent each state. We felt like these graphics were outdated and could use some excitement. As we liked the idea of displaying visual representations of each state, the current graphics do not capture the attention of the target audience and are a bit humdrum. So as a part of our campaign, we revised the details of the truck to fit with our theme. A map of each states quirky roadside attractions will now represent each state on the side of the U-Haul truck. We have used Wisconsin as our primary example. In this illustration, there are 7 different interesting places that a person moving may want to visit to make their journey a little more interesting. These places include: the worlds largest corkscrew, the worlds largest penny, a giant coffee pot, the U.F.O. capital of Wisconsin, the worlds largest six-pack, House on the Rock, and Bessie the Cow. This illustration will not only be used as a visual for the side of the truck, but it will be utilized on the website, as well as the possibility of using with our print ads. This exemplifies the use of making moving an adventure, showing that there are many interesting and quirky places to stop, no matter where you are moving.