Camp of Champions (CoC) is a snowboard, ski and mountain-bike camp in the outdoor mecca of Whistler,British Columbia founded by snowboard hall-of-famer Ken Achenbach. After 22 years as an action sports legend, CoC came to Breedlove with the desire to dominate the summer camp scene. CoC had a strong reputation in the skiing and snowboarding worlds, but their marketing materials weren’t doing much to back it up — or to clearly convey the “like no other” camp experience. They had the largest and most impressive summer terrain park in the entire world, but many — especially in the US market — had no idea. With little brand identity or direction, CoC basically limped along on its reputation. To make things worse, introducing the all-new mountain bike camp threatened to compromise the camp’s “snow-only” credibility.
We welcomed the challenge, and entered a brand development engagement with CoC. After a full assessment of what the camp had to offer and where they wanted to be, we decided to re-position CoC against the competition and focus on what they had that other camps simply did not (actual snow and world-class terrain parks). We built a strong visual system which included a logo refresh, typographical standards and color palette development and followed with targeted marketing materials aimed to help increase registration numbers. We created strategic extensions like “Send it With…” sessions and invited big-name pro riders to camp. Facebook-specific contests like the “Weekend Warriors” video series encouraged online and social interaction. And partnerships with sponsors like Dakine and Oakley allowed us to offer some of the most successful co-branded apparel in camp history. We were even responsible for the new camp mascot – the CoC Marmot.
CoC is now widely accepted as the world’s best action sports summer camp. Plus, they’re notorious for having one of the largest terrain parks anywhere — for summer or winter. During the summer seasons of 2009 – 2012, camps for all three sports were consistently sold out. CoC used the increased revenue to expand their terrain park by an additional 20% — further separating them from their competition and cementing their dominance. The now infamous “Send it With…” sessions adds big value to the camp experience by attracting only the top athletes in snowboarding, skiing and mountain biking. The camp’s higher profile attracted new sponsorships from DC & Monster Energy while reinforcing existing ties with industry leaders like Burton, Oakley, Dakine and Whistler Blackcomb. A full brand makeover, focused marketing and big love helped the world’s largest action sports summer camp come out on top.