Back to WorksLet’s Ski with Camel
“Let’s Ski with Camel” was an integrated 360° sponsorship activation at Kalavryta Ski Centre, combining strategic brand presence, experiential touchpoints and social amplification.
As part of Camel’s overall brand management, SPC designed and delivered the brand’s sponsorship presence at Kalavryta Ski Centre.
Under the title “Let’s Ski with Camel”, we developed an integrated 360° sponsorship activation, strategically leveraging both the ski resort and the town of Kalavryta throughout the winter season.
Through a targeted sponsorship management approach, the brand was activated across all key touchpoints, creating authentic experiences for its adult smoker audience. The brand’s physical presence was supported by an integrated social amplification strategy, extending the activation’s reach beyond the event location.
Visually distinctive and highly shareable Camel spots were created throughout the ski resort, encouraging organic content creation and social media exposure while strengthening brand awareness and emotional connection.
The result was a highly effective sponsorship activation that successfully leveraged the destination’s potential and maximised the value of the brand’s sponsorship investment.
Following the success of the activation, JTI continued its sponsorship presence in the following years with the Old Holborn and Ploom brands.