MINNEAPOLIS — Winnebago Industries, whose motorhomes have long been part of American RV culture, has handed its corporate comms and branding business to Padilla.

Winnebago hired Padilla and its brand consultancy, Joe Smith, in a competitive pitch. The agency’s responsibilities include handling brand strategy, digital and corporate communications for the company, which has branched into manufacturing motorboats.

There was no incumbent agency, as Padilla’s remit is a new one. The Iowa-based company has worked with a range of agencies including Technica Communications and marketing firm Star.

The partnership started with repositioning Winnebago as an outdoor lifestyle brand in keeping with the expansion of its portfolio of products beyond RVs. Now operating under the tagline “Be Great, Outdoors,” Winnebago is elevating its image at a time when studies show outdoor recreation is on the rise.