Building upon the past success of previous Let’s Camp campaigns, we developed a new direction with a fully integrated campaign focusing on real REI members that camped in extraordinary ways. The concept statement included this line, “There are casual campers. And then there are the Camp Champions. They always have a plan to make the ordinary extraordinary, and take the camping experience to the next level.”
By showcasing these camp masters we then solicited members to share their extraordinary camping experiences. This campaign was a massive undertaking with great work from all the marketing and media team.