The large advertisements of Bear Grylls inside the CAMEL outdoor exhibition hall, the survival-themed activities centered around Bear Grylls, and the on-site fan meet-up event for Bear Grylls’ visit to China all demonstrate that Bear Grylls has officially become the most important brand resource for CAMEL this year. Meanwhile, the upcoming Bear Series and Himalaya Series from CAMEL are another part of its long-term brand strategy. A product project leader at CAMEL stated, “These two series are our professional, enthusiast-grade outdoor product lines, designed to support outdoor enthusiasts at an advanced level.”
In 2013, CAMEL successfully launched initiatives such as the “Camel Walker” program and the first “Camel Treasure Hunt” Outdoor Festival. By sponsoring professional outdoor figures and creating platforms for activity exchange, the brand not only achieved effective communication and cooperation with outdoor enthusiasts but also executed highly successful member marketing strategies. CAMEL stated, “As the brand grows, it also has a responsibility to serve the development of China’s outdoor industry. CAMEL will increase its support for more groups and individuals to participate in outdoor activities.” It is reported that CAMEL’s major outdoor activity plans for 2014 were also officially announced during the exhibition, with several Camel Walkers invited to attend the show in Beijing.
CAMEL Outdoor’s successful showcase at ISPO, along with the brand messages revealed during the event, demonstrated to the industry the strength and ambition of the “No.1 Outdoor Off-Road Brand.” Wan Jingang, General Manager of CAMEL, said, “Bear Grylls’ involvement will inject new energy into CAMEL Outdoor. We will focus on developing more enthusiast-grade outdoor products. The creation of the Camel Walker program and the Camel Outdoor Festival has given us the confidence to build a larger and more influential outdoor activity exchange platform, driving the development of outdoor sports in China.”