On December 1, at the Annual Recreation Vehicle Industry Association International Trade Show in Louisville, Kentucky, Lewis Communications helped Tiffin Motorhomes unveil their newest model, the Allegro Breeze. The Breeze is a 28′ Class A diesel-pusher that isn’t just a new product, but creates a whole new category in the RV industry. Just as luxurious as Tiffin’s high-end models, the Breeze is smaller, more maneuverable and fuel efficient.

In an industry where in the past bigger almost always meant better, a teaser campaign was developed with the tagline, “This is BIG.” The campaign targeted dealers and industry media letting them know Tiffin would soon be unveiling something brand new. The Tiffin website homepage included a countdown clock promising something huge at the industry’s leading annual show. Direct mail and social media posts also helped spread the word of Tiffin’s big news leading up to the show.

The actual unveiling at the RVIA show included an oversized curtain with fake wheels pushed out to create the impression of a vehicle almost twice the size of the Breeze.

When the curtain was dropped attendees were surprised to see a luxury RV half the size of what was expected. Miniature pocket-sized brochures were handed out and the wording on the side of the display changed to say “Small is Big.”

The Breeze was named Best of Show for the RVIA Expo and was featured in RV Business and MotorHome Magazine.