As part of a two-year partnership with Ragnar Trail Series, presented by Salomon, outdoor specialty retailer, REI Co-Op wanted to create an elevated presence at the races during the 2016 season. From the deserts of southern Utah to the cascades of the Pacific Northwest, Ragnar boasts 19 trail relays at some of the most scenic venues in the country, and has quickly evolved into one of the industry’s fastest growing events with nearly 35,000 participants annually.
LeadDog Marketing Group, REI Co-Op’s trusted agency partner, was called on to create a fun and engaging experience at the Ragnar Village as part of the overnight trail running relay. In addition to hosting an interactive REI area for “Ragnarians” to kick back and relax during races, LeadDog called on Turtle Transit to build-out an extreme camper van to cruise along the Ragnar Trails and engage with off-road enthusiasts that participated in the races.
The custom 4 X 4 heavy-duty adventure van was converted into an extreme camper suited for any outdoor enthusiast. Turtle Transit removed the rooftop of the E-Series van and built a custom hydraulic pop-top camper roof. The van also featured several off-road accessories like a branded brush guard, lit running boards, heavy-duty tires, a custom spare tire carrier and rooftop ladder system.
Turtle Transit also built-out an interactive photo opportunity station at the rear of the van, which featured high-end photography equipment and studio lighting for a unique nighttime activity for runners. Ragnarians were photographed participating in light painting with flashlights and could share their branded photos online using the #RAGNARTRAIL hashtag. The onboard specialty equipment was set-up for long exposure photography and created light trails using camera flashes and spotlights built into the vehicle.
When not on the trail or hanging out at the Ragnar van, teammates cheer on runners, curl up under a bed of stars, enjoy campfires with s’mores and movies, and even get to lounge in hammocks provided by REI. Outdoor enthusiasts and runners can check-out the Ragnar Trail website or download the official mobile app to learn more about Ragnar Trail Series.
