The Coleman Co. Inc. introduced a campaign to promote the outdoor lifestyle during the company’s Global Outdoor Summit last week in Park City, Utah.
According to a press release, more than 125 retailers from all channels of distribution for Coleman products attended the conference. The Wichita, Kan.-based company said the campaign’s primary message was that “spending more time outside may well be an answer to many of the ills that plague modern society.”
Coleman’s president and CEO, Gary A. Kiedaisch, noted: “Our two-fold purpose in bringing such a diverse group of retailers together was first, to enlist them in the campaign to get people outdoors, and second, to show them Coleman’s new products and programs that would support it next year. We believe it is our social responsibility to get people outside, away from their day-to-day routine, to an active outdoor lifestyle that promotes health and happiness.”
Kiedaisch said the program will include new advertising and merchandising to reach “existing outdoor participants, but also the uninitiated and the young.”
The company also unveiled an ambassador program, which will feature high-profile outdoor specialists who will help “deliver the outdoor message to the public and work with Coleman product designers on future products in their respective areas of expertise.”
Ambassadors include professional mountaineer Mike Haugen, who plans to use Coleman products on his Mt. Everest expedition in 2007; Danni Boatwright, winner of CBS’s “Survivor Guatemala” and Coleman’s camping spokeswoman; and professional anglers Tommy Skarlis and Wally Marshall, who will continue to speak to the fishing community about the importance of logging more time in the outdoors.
Among the new products Coleman launched at the conference were a Pro Series expedition tent and sleeping bag, family camping tents with integral lighting system and a hinged door, cooler with built-in radio and MP3 port, PFDs with two-way radios, state-of-the-art marine coolers with technologically advanced insulation systems, rechargeable blender, backyard grill with customizable side appliances, and airbeds with added features like built-in alarm clock, radio, MP3 and battery-powered internal pump.