Rugged Lane was built for the businesses standard marketing keeps missing.
Rugged Lane Industries® was created to help self-drive tourism, outdoor lifestyle and adventure-led businesses connect the offer, campaign, content, partners and enquiry pathway in a way that makes sense in the real world.
The work is built around dealerships, shows, launches, destinations, events, products, customers and the moving parts that sit between interest and enquiry.
Bernard Raffaut
Founder, Rugged Lane Industries®
Practical marketing, brand, campaign, content, partnership and leadership experience across sectors where the work has to make sense in the real world.
Meet BernardFounder-led by Bernard Raffaut.
Bernard Raffaut brings practical marketing, brand, campaign, content, partnership and leadership experience to Rugged Lane Industries.
With close to three decades across sales, client service, marketing and advertising, his work spans FMCG, small business, automotive, drive-tourism and the non-profit sector. He founded Rugged Lane as a marketing consultancy dedicated to the adventure sector: 4WD, RV, caravan and camping, marine and tourism brands.
- Brand strategy and positioning
- Marketing strategy and execution
- Content and storytelling
- Partnerships and sponsorship strategy
- Events and live brand activations
- Digital marketing oversight
Bernard Raffaut
Founder, Rugged Lane Industries®
A senior marketing and growth strategist with close to three decades across sales, client service, marketing and advertising, Bernard specialises in helping brands position themselves as leaders in competitive markets. Strategy first, execution second, always tied to commercial outcomes.
- FMCG, small business, automotive, drive-tourism and non-profit experience.
- Focused on adventure, 4WD, RV, caravan and camping, marine and tourism brands.
Why Rugged Lane exists.
Rugged Lane exists because many good businesses in the adventure, outdoor lifestyle and self-drive tourism sectors are doing marketing, but the pieces are not always connected.
- The product might be strong.
- The campaign might be active.
- The content might look good.
- The dealership or partner network might be in place.
- The audience might be interested.
But somewhere between the offer, the message, the campaign, the content, the enquiry and the follow-up, things get stuck.
Rugged Lane helps find the gap and fix the path.
Built from real marketing and industry experience, not outside assumptions.
The sectors we understand.
Rugged Lane works across connected sectors where customers are buying more than a product. They are buying the trip, the stay, the build, the water, the destination, the event and the reason to go.
From caravans, RVs and camping to 4WD, touring, marine, tourism, destinations, events and dealership networks, Rugged Lane is built around the industries where marketing has to make sense in the real world.
What we believe.
Marketing should help people understand what they are buying.
Customers need more than features, specs or facilities. They need to see the trip, the setup and the reason to go.
Campaigns need more than a launch date.
A campaign needs the right offer, message, content, tools, follow-up and people around it.
Dealerships and partners need support.
If dealers, operators, stockists or partners are expected to help carry the campaign, they need the message, tools and confidence to get behind it.
Content should have a job to do.
Good content should help people understand, trust, enquire, book, visit or buy.
The right people matter.
Some work needs a filmmaker, some a media buyer, some PR, a web team, an event crew or a partner. Rugged Lane helps work out who needs to be around the work.
Good businesses can do better.
Rugged Lane is built for businesses with something worth selling that need the marketing around it to work better.
Not just another marketing agency.
Rugged Lane is built around the sectors it serves. We understand that the work changes based on what the business sells, how the customer buys, who needs to support the campaign and where the gap sits.
Rugged Lane helps connect the offer, message, campaign, content, partners, enquiry and follow-up so the work makes sense in the real world.
- A caravan campaign is not the same as a destination campaign.
- A dealership network is not the same as an event.
- A 4WD accessory is not the same as a park stay.
- A marine customer is not the same as a tourism visitor.
Rugged Lane Supply.
A connected merch store for Rugged Lane apparel, mugs and everyday gear.
Visit Rugged Lane SupplyTrying to sell, launch, fix or grow?
Tell Rugged Lane where things are at. We will help work out the best place to start.