To celebrate 70 years of Kiwi craftsmanship, TrailLite launched Miles of Memories — a low-budget campaign designed to inspire Kiwis to rediscover New Zealand through slow travel and personal, heartfelt storytelling.
With a mix of ATL and BTL channels — from digital targeting to owned social — the campaign made the most of a modest spend to drive awareness and emotional connection.
Developing four visual pillars — Destination, Sensory, Feeling, and Indulge — to shape an aspirational look and feel, helping position TrailLite as a proudly NZ-made luxury motorhome brand, distinct from its competitors.
It’s not just where you go. It’s how it feels to be there.
For social, especially on Instagram and Facebook, content that evokes feeling performs best. Sensory moments—like sunlight, coffee, and slow mornings—invite people to imagine themselves there. It’s not about features, but mood, memory, and lifestyle.