To attract new audiences without alienating traditional RV consumers, mdg created a brand that romanticized the RV lifestyle and capitalized on the show’s Southern California location. The theme was developed around the concept of wanderlust; by using “Find Your”, we were able to appeal to many different audience types. Whether an active young family looking for adventure or a retired couple living their golden years out on the road, people can find what they’re hoping to achieve by purchasing an RV — and that’s what moved them to attend the California RV Show in record numbers.