Objective: Create hyper-local event experiences that target REI members to participate in a variety of fun outdoor activities, engage in instructional classes, and relax in a mobile lounge with friends and family.
Experiential Efforts: B-2-C, Hyper-Local Activation, Promotions, BUZZ-WOMM
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Solution: Turtle Transit collaborated with agency partner, LeadDog Marketing Partners, to develop a unique mobile experience designed to engage REI customers and outdoor enthusiasts across the country. The REI Village Road Trip featured a custom 30-ft trailer, outfitted to simulate a rustic cabin on the lake. The interior and exterior of the trailer was finished with rough cut wood planks that were detailed with custom burnt and etched decorative branding and brushed aluminum accents. Custom serving windows were designed to simulate cabin windows with decorative flower boxes.
The interior walls were finished with creative artifacts, industrial art décor, sporting goods like kayak paddles, distressed wood shelves that displayed photos and custom branding accents. Turtle Transit cut custom triangular skylight windows into the ceiling which allowed natural light inside the trailer. Other focal points inside the trailer included a custom distressed wood bar that included a camping lantern display, a double-door entryway with carabiner accents, and an instaprint station for social media sharing.
The exterior of the trailer also featured custom fabric canopies that anchored off the trailer to create outdoor lounge areas for customers to hang out and relax with friends and family. The brand hosted outdoor activities and sporting workshops at the REI Village, while distributing a variety of free snacks, drinks and giveaways to REI members and new potential customers attending the local events.
