Long time client THOR Industries (NYSE:THO) selected Lambert to develop a communications and marketing strategy for the acquisition of Jayco – its largest ever and the largest in the history of the RV industry. In a truly unique scenario, Lambert was tasked with managing the internal, external, Wall Street and partner communications for two of the largest companies in the RV industry, representing BOTH SIDES of a multi-billion-dollar deal. This was a critical moment for THOR to communicate growth objectives and reiterate its strategic focus to expand its RV business.

Strategy and Tactics:

  • Counseled senior leadership of both companies.
  • Created media talking points, press release, investor presentation, fact sheet, and multiple Q&A documents for external audiences.
  • Drafted internal communications for both organizations.
  • Targeted media and conducted outreach across multiple states and markets.
  • Managed all aspects of media relations surrounding acquisition announcement and management interviews.
  • Handled and coordinated post-acquisition analyst and investor communications.

Results that matter.

  • Successfully communicated deal to internal and external audiences.
  • Coordinated onsite media event at Jayco.
  • 30+ total media hits, over 80,000,000 total impressions.
  • Included features on The Wall Street Journal and CNBC.
  • Share price rose 150+%, achieving record market cap.

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