Jacek Pałkiewicz II Camel Trophy Rally has been an extraordinary adventure for more than 500 participants from 35 countries for 20 years.
It all started by accident in the late 1970s, when a handful of German off-road rally enthusiasts turned to Reynolds Tobacco, the owner of the Camel brand, for sponsorship of an expedition on the trans-Amazon road in the rainy season – 1600 km from Belém to Santarém . The idea was approved and when the three vehicles reached the finish line after 12 days, the PR specialists saw a lot of potential in this event. While major tobacco companies, unable to advertise their products directly, invested larger sums in the car industry and motorcycles, the American company decided to “pollute” the body of a luxury urban Range Rover in the swamps of the rainforest, which immediately captured the imagination of the general public. In this way, she found herself at the center of a major marketing program almost for free. The Camel Trophy was born and quickly became a widely known and desired brand.
Something for the macho
An extensive advertising campaign announced recruitment for a unique expedition for active people, lovers of strong sensations in the bosom of nature, able to cope with difficult conditions both in terms of terrain and mentality. An important element of this event was the team spirit, mutual support between the participants. The right image was also indispensable. The sponsor made sure it was daring and steadfast while also gaining macho sympathy. Understandably, such an approach automatically closed the way for the fair sex. Painted in a distinctive sand yellow color, the Defender and Discovery Land Rovers from 1980 to 1998 embodied the myth of adventure, combining excitement, danger and unforgettable moments in humid tropical forests.
Source: Do Rzeczy
Roy Brown is a renowned economist and author at The Nation View. He has a deep understanding of the global economy and its intricacies. He writes about a wide range of economic topics, including monetary policy, fiscal policy, international trade, and labor markets.
