AdventureTravelNews

Columbia Sportswear Chooses Community Over Athletes

Outdoor Brand Uses Google’s Hangouts on Air to Launch First Feature Length Documentary filmed in Jordan

“I am #OMNITEN” Jordan Adventure Documentary

Jordan Tourism Board North America (JTBNA) in partnership with outdoor gear brand, Columbia Sportswear hosted a group of outdoor influencer’s known as the #Omniten on an adventure of a lifetime this past Spring. Columbia chose Jordan to be the first international destination to be featured as the host country for the Omniten’s adventure documentary filmed and produced by CMD Agency.

Columbia as an outdoor brand is breaking tradition in their marketing efforts and saw an opportunity to talk with real people in an inspiring manner. “We realize there is an entire audience out there who are either avoiding traditional advertising, or tuning it out entirely.,” said Scott Trepanier, Columbia Spokesperson.  “Our challenge as marketers is to build stories that truly engage our communities, whether that be through humor, inspiration or education.”

This desire to connect with their community led Columbia to the Kingdom of Jordan where they spent 11 days filming a one-hour adventure documentary, a first for the 75 year-old brand. The film documents the experiences of these real people as they travel  through a unique part of the world. “This film wasn’t formally scripted” said Trepanier. “We really hung it out there and let our community own the narrative.”

The film’s 10 cast members will join the premiere live via Hangouts to add commentary and answer questions from the greater community.

This is also a first for Google. Hangouts on Air has hosted concerts, live sporting events and interactive presentations, but this is the first time a feature length documentary has premiered featuring the entire cast. It’s a unique approach that redefines the utility of the platform.

“We are proud that Columbia chose Jordan as their first international destination for this new concept and documentary. We are excited about this launch with Google and hope this film gives the audience a glimpse into what it’s like to travel through the wonders of Jordan and experience a true Arabian adventure and hospitality at it’s best”, said Malia Asfour, JTBNA Director.

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