Community
on the Road
How a private celebration for RV owners turned into a cross-channel success story
Roadtrek 50th Anniversary Event
The
Gist
The Roadtrek 50th Anniversary Rally wasn’t just an event – it was a full-blown brand moment. For three days in August 2024, 125 vans rolled into Guelph Lake Conservation Area from all over North America. Owners, dealers, suppliers, and employees gathered to celebrate five decades of Roadtrek adventures.
Behind the scenes, Midfield transformed 17 acres of open space into a vibrant international rally destination for Roadtrek enthusiasts. From logistics and creative to staffing and guest experience, we delivered a turnkey activation that celebrated the spirit of the Roadtrek community and brought fans together for an unforgettable brand-driven gathering.
And it delivered. We earned trust, made sales, brought the community together, and reminded Roadtrek owners why the brand matters.
The ingredients
- Brand Identity & Creative Direction
- Event Experience Planning & Strategy
- Shopify eCommerce Site Development
- Full-Funnel Performance Marketing (Meta, Google, Reddit, YouTube)
- Print Design & Event Signage
- Audience Segmentation & USP Development
- Conversion-Focused Creative Strategy
- A/B Testing of Visual Themes (Product, Anniversary, Lifestyle)
The Results
Big Moments,
Bigger Outcomes
Vans from all over North America
Camping guests and employees
Of ticket sales in the first 48 hours!
The Event
The rally
Experience
Activities:
- Factory tours
- Catered dinners
- Live concert
- Education seminars
- New model display
- Focus groups
- Lawn games & vendor village
Brand & Print
Look
& Feel
Before the first van arrived, the brand foundation had to be laid.
- We built a visual identity blending heritage with the future.
- We designed and built a Shopify site for ticketing.
- We created event signage and print materials
- We unified all touch-points, from posters to emails.
eCommerce
Building
the engine
At the heart of the campaign was a purpose-built Shopify storefront. More than just a sales page, it was a branded destination. We overhauled the user experience with a clean, intuitive UI, UX, and information architecture designed to guide every visitor toward conversion.
The store wasn’t just functional. It felt like part of the celebration. From homepage to checkout, the eCommerce strategy was intentional: seamless navigation, clear calls-to-action, and mobile-optimized design ensured every touchpoint supported our performance goals.
Performance
Reach
& conversions
To fuel sales, we launched a full-funnel digital campaign across Meta, Google, Youtube, Reddit, combining sharp creative with smart segmentation.
We activated remarketing using Roadtrek’s existing database and website traffic, and layered in prospecting to reach RV enthusiasts and potential owners. Meta emerged as the top channel, driving 33 purchases, with static ads featuring urgency and anniversary messaging leading the charge.
The best-performing theme? “Anniversary” - delivering a 7.8% conversion rate. We also experimented with Reddit and YouTube to extend reach, ensuring no stone was left unturned.
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