ATTA-facilitated meetings at Outdoor Retailer show create new marketing opportunities

Continuing to open doors between the adventure travel and outdoor gear industries, the ATTA recently hosted key adventure destinations at the Outdoor Retailer (OR) trade show in Salt Lake City, Utah (June 22-25, 2009). While the ATTA member destinations attending expressed strong interest in pursuing partnerships that provide this level of exposure, the brands they met with were also quick to recognize the potential for collaborations.
Author:
Updated:
Original:

Continuing to open doors between the adventure travel and outdoor gear industries, the ATTA recently hosted key adventure destinations at the Outdoor Retailer (OR) trade show in Salt Lake City, Utah (June 22-25, 2009). The show is North America’s biggest gathering of outdoor gear manufacturers, retail buyers, media, athletes, associations, and more.

More than 16,000 industry professionals attend the winter OR show. All are influencers and/or decision-makers within an industry that reaches millions of North American outdoors enthusiasts – but all are also passionate outdoors people and travelers themselves.

“Going into it, I wasn’t sure what we’d be able to get out of [meetings at the OR show], but I was really impressed with the number of meetings the ATTA was able to set up for us,” said Molly Budinsky with Mercury Advertising on behalf of Travel Montana. “I was also impressed with the quality of the meetings as well. We weren’t just sitting down with anyone, but actually meeting the key people that are able to make decisions about a partnership.”

Outdoor gear brands partner with a destination to promote sweepstakes, create co-promotions, jointly purchase advertising, set up press trips, use the destination for catalog and advertising photo/video shoots, and more.

Recent efforts to bring outdoor brands together with adventure destinations have proven effective for both parties. After meeting on an ATTA-facilitated “familiarization” (FAM) tour, Kelty backpacks created a co-marketing partnership with a destination that resulted in nearly 10 million impressions for both – all within the fertile North American outdoors market. The same single FAM resulted in a Marmot adventure video that showcases the destination and was accepted to more than 20 mountain film festivals.

While the ATTA member destinations attending expressed strong interest in pursuing partnerships that provide this level of exposure, the brands they met with were also quick to recognize the potential for collaborations.

Marmot Public Relations Manager Jordan Campbell noted, “For a global brand like Marmot, international photography, stuff that we just can’t get in North America, is key. Having an image that is clearly from an international location, whether a photo of a scene or something with actual Marmot apparel in it, is critical for such a globally positioned brand such as ours. Partnering with exotic destinations, like a Jordan or Norway – for example, provides tremendous visual opportunities to use these images for our marketing purposes.”

ATTA sees such value in bringing its adventure destination partners into the outdoor gear space that, in partnership with OR show organizer Nielsen Business Media Sports Group (NBM), the ATTA will host an ‘adventure travel pavilion’ made up of exhibiting destinations at the OR Winter Market show in January, 2010. These first forays by destinations at the most recent winter show will be followed by more during the summer show this July – all in order to explore synergies, introduce key players in both industries, and to prepare for the 2010 pavilion.

NBM Vice President Sports Group Joseph Flynn said, “Adventure travel is absolutely a part of who we are. Like the outdoor industry, the ATTA is committed to promoting the industry and to service the communities it serves. Together, we’re better positioned to provide productive cross selling environments for retailers, manufacturers and travel companies, which, in the end, brings more value to our businesses, outdoor enthusiasts and travelers.”

The ATTA’s inroads with prominent outdoor brands are made possible in part through its leadership’s combined four decades of experience from inside the outdoor industry.

Considering the success of current partnerships, ATTA member destinations and outdoor brands are wisely exploring these opportunities in more detail.

Kelty public relations director Drew Simmons said that he hopes to include destination partnerships in their long term marketing plans and to meld this strategy with their current programs.

He added, “One of the huge benefits was the direct consumer interaction. People got very involved in the entire process. The biggest benefit of these partnerships is tapping right into the passions of the consumer and providing something that’s very ‘aspirational,’ yet also very tangible – and you just can’t underestimate that combination.”

Simmons and Campbell both are already looking toward future partnerships with other destinations. Campbell noted that he would love to work with a destination on a viral marketing campaign, something that “conveys the excitement of international mountaineering or skiing within the remarkable social networks online, such as a great film clip that is fun, exciting, and exotic for YouTube.com.”

Simmons would like to partner with destinations that specifically reflect various brands – not just Kelty, but some of their sister brands as well. He noted, “Because we’re talking about the whole world here, you can find a destination that reflects your brand heart and soul, top to bottom. To be able to craft a specific program around a specific destination is a very exciting prospect.”

With ATTA’s continued efforts to bring together adventure destinations with proactive brands like these, it’s possible that Simmons’ and Campbell’s concepts might some day very well become reality.

For information on the Adventure Travel Pavilion at the Outdoor Retailer Winter Market trade show in January 2010 – or for information on how to get involved in the networking potential of the Summer Market show in July, 2009 – contact ATTA VP of Business Development Chris Chesak at info@adventuretravel.biz or +1.208.921.5626.

Related

Outdoor Retailer & ATTA Bring Adventure Travel Hub to Summer Market

SAN JUAN CAPISTRANO, Calif. - June 25, 2010 - Outdoor Retailer (OR) today announced its partnership with the Adventure Travel Trade Association (ATTA) to host the Adventure Travel Hub at Outdoor Retailer Summer Market 2010 to be held at the Salt Palace Convention Center in Salt ...read more

Tapping into adventure travel: tips for outdoor retailers from ATTA President Shannon Stowell

In the fall, Adventure Travel Trade Association (ATTA) in conjunction with the George Washington University released its 2013 market study, the Adventure Travel Trends Report. It shows the $263 billion adventure market has grown 63 percent since 2009. Tapping into that revenue ...read more

ATTA Expands Partnership Strategy, Outdoor Vet Joins Team

Adventure Travel Trade Association Adds Director of Business DevelopmentResponsibly growing the adventure travel community is the cornerstone of a new Adventure Travel Trade Association (ATTA) partnership initiative designed to connect corporate partners, media and service ...read more

saison bike

Opportunities for Outdoor Retailers: Innate a Hit at Denver Craft Beer Show.

April 18, 2014 – Vancouver, BC: Innate discovered tremendous opportunities for outdoor retailers while attending last week’s craft beer industry conference and trade show in Denver, Colorado. The show was a great success for Innate, generating massive amounts of interest in their ...read more

Outdoor Retailer Builds New Powerhouse Marketing Team

FOR IMMEDIATE RELEASE Outdoor Retailer Builds New Powerhouse Marketing Team SAN JUAN CAPISTRANO, Calif. - March 12, 2012 – Just prior to staging their largest Winter Market trade show ever, Outdoor Retailer assembled a new marketing team comprising of Senior Marketing ...read more

Outdoor Retailer Adjusts Show Dates For Winter Market 2013

Outdoor Retailer (OR) has announced plans to adjust show dates for its Winter Market 2013 tradeshow. Instead of starting with the All Mountain Demo at Solitude Mountain Resort on Wednesday and continuing indoors at the Salt Palace Convention Center Thursday through Sunday, ...read more

Meet Gramicci Under 'the Net' at Outdoor Retailer Summer Market 2008

MEET GRAMICCI UNDER ‘THE NET' AT OUTDOOR RETAILER SUMMER MARKET 2008--New location on 'Front Street' features environmentally friendly design,special benefit for a good cause and inventive new products AGOURA HILLS, Calif. (7/18/08)--Consistent with its “Never the Norm” ...read more

Image placeholder title

Durability Meets Soft Comfort with New CORDURA® 4EVER Fleece™ Collection at Outdoor Retailer Winter Market 2016

Wichita, KA – January 07, 2016 – INVISTA’s CORDURA® brand will officially launch the CORDURA® 4EVER Fleece™ Collection, ideal for crossover garments, at the 2016 Winter Outdoor Retailer Show in Salt Lake City, Jan. 7-10. A full menu of garments featuring the brand’s innovative ...read more

Outdoor Retailer Introduces New Show Features and Events

Less than 75 days away, Outdoor Retailer Summer Market 2012, to be held August 1-5, in Salt Lake City, is introducing new events to the tradeshow’s Open Air Demo, a second New Exhibitor Pavilion located adjacent to the Salt Palace Convention Center, along with a number of new ...read more