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“It’s time we admitted that the vehicle is part of
the adventure instead of pretending it doesn’t fit the
equation,” says Scott Kaier, senior account execu-
tive at Verde Brand Communications and industry
veteran. “The opportunity is for brands to push the
products that fit the vehicle-camping lifestyle, as
more people are camping this way.”
As Kaier suggests, many core brands are doing
just that.
“The outdoor industry is embracing the idea that it
is okay to drive to your campsite and use your vehicle
as a base of operations for a variety of outdoor activi-
ties,” says Marily Melis, marketing director at Slumber-
jack. In addition to introducing product designed for
vehicle-based adventures, such as the new Roadhouse
tarp, the Overland tent and new rectangular sleeping
bags, Slumberjack has incorporated the vehicle-based
adventure ethos into its branding photography and even
SUMMER
2017
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Inside
Outdoor
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