sail-world.com
 
 
News Home Cruising Photo Gallery Video Gallery
Sail-World.com : Camper values are sailing values, Dalia Saliamonas
Camper values are sailing values, Dalia Saliamonas

'Dalia Saliamonas Special Projects'    Jeni Bone    Click Here to view large photo

Self-described 'official brain washer' for the Spanish and now global brand Camper, Dalia Saliamonas – marketing director and head of special projects – has been with Camper 26 years, starting as international sales manager, 'seeding' the brand around the world, and moving in to special projects.

She admits she 'eats, sleeps and breathes' Camper, but that keeping it fresh is easy in this 'small, family company'.
'I am in charge of anything new and different, including the Volvo Ocean Race.' Sailing is a large part of the Camper marketing arsenal and the VOR is the biggest sponsorship commitment of them all.

'This is not the first, but it’s the biggest. We have sponsored the ¾ Ton Cup, Spanish National Championships, Copa Del Rey, the Audi Med Cup circuit. We have been involved in sailing for many years, and have taken the logical steps from local in Majorca to national, European, international. But this is one step forward. It’s a big decision for Camper. It was a matter of being at the right place at the right time. And when all those things came together and the right people were in place, we jumped at it.'

While Dalia won’t disclose the dollar value, she cites numbers from Volvo of between $25-40 million. 'But we are not the biggest spending company,' she explains. 'For us VOR has become THE project. We have had to scale back a lot of other projects. We’re not big enough to do many different things at the same time.'

Sailing, she says, shares many values with Camper.

'Camper values are ‘family values’. Most people in Camper are sporty and love the outdoors. Camper people are dedicated and love life. You have to be a traditionalist in your heart. It’s a family owned company, and while we’re a bigger international brand these days, we’re like a little company still. It’s like David and Goliath, even here in the VOR. We are fighting in a big world, but we’re still a close-knit family.'

Love of life is at the core of the brand.

In true evangelist style, Dalia says: 'We are showing people ways to enjoy life. Camper says ‘look around you, travel, enjoy your free time, life is so short and so precious.'

People all over the world who sail, love sport, travel and living life to the full.

'People who love sailing, love life. You are are really squeezing out the best in life. We are privileged to travel the world and sit on these amazing marinas to watch the best teams in the world compete for the top prize in ocean racing.'

Dalia uses the high fashion catwalk analogy to compare Camper’s involvement in elite sailing.

Team Camper on the support boat Black Pearl -  Jeni Bone   Click Here to view large photo


'It’s all about team work, technology, design, there’s so much behind it to make it worthwhile. Like fashion parades in Milan – you may not be involved in sailing at an elite level, but the design and the inspiration trickles down. The love of the lifestyle unites us.'

Plus, there’s the amplification the brand enjoys of the community involvement in the hype surrounding the sport and festivities during the stopover. 'Here [in Auckland] it’s almost like religion, it’s a national holiday,' she observes.

Such a high profile and PR-driven presence in the 2011-12 VOR is 'opening new worlds' for Camper, says Dalia, adding that while this foray in to jackets, shirts, shorts and hats both for crew and consumers is certainly exhilarating, 'it’s not permanent'.

'You could say we are playing with clothing. Where it ends up, we’ll have to see. People have liked our clothing, there’s a lot of potential there. But the performance level is a lot of work. There’s a lot of going back and forward for response from the crew. They say ‘we like this, we don’t like that, change this, improve that’. We are lucky they love them! So we’re doing something right.'

She does acknowledge there’s a lot of opportunity of 'premium casual wear' – a market Camper pioneered in shoes. 'At the start, we offered something unique, which was ‘design casual’. As little as we are, Camper were the first people to fuse dress shoes with sport shoes.

'As far as clothing goes, we’re at the brewing stage. We have a family motto ‘step by step’, of testing things and seeing how they go. We have the freedom to explore these things, but we want to go it right.'

For four generations, the Spanish brand Camper has been synonymous with fashion-forward footwear based on old-fashioned craftsmanship and values.

In fact, the brand’s very name is associated with its humble heritage – 'camper' means 'peasant' in Catalan. Just as Camper’s founder, Lorenzo Fluxá was a pioneer in the versatile 'peasant' shoe, Camper has taken small but firm steps in other realms, such as its exercise in branding hotels, known as 'Casa Camper' in Barcelona and Berlin.

'We just have two at this point. We believe if you want to take that next step, you have to do it right.'

Already with an established presence in Asia, the grand plan for this region involves a new store scheduled for opening in Brisbane in April and one planned for Auckland, after a false start some years ago, before the brand was really understood.

'We may have been seen as a bit alternative,' she admits. But now, Dalia believes NZ is ready for Camper – particularly with the intensity of Camper’s saturation of Auckland in recent days. 'It has been phenomenal. Everywhere you look, red Camper shirts worn by people who wouldn’t have heard of the brand a few months ago. We aim to show that Camper is design oriented with a twist of fashion.'

Camper on top Saturday 17 March -  Jeni Bone   Click Here to view large photo


The Auckland stopover is a very important one for Camper, says Dalia, as this is where the boat was built and first trialled on water. 'It's very much a ‘coming home’' for the yacht and crew. And the reception has been beyond our wildest imagination. Even the New Zealanders were surprised.'

Camper has built its distinctive 'Base Camp' structure in the VOR race village which will house the boat while it is being repaired and prepped for the most arduous leg to Brazil, and will also be used by the team for training. The Base Camp also features a Camper 'pop-up' store selling Camper/VOR merchandise and a café area, plus comfy lounges for chilling out and media interviews.

Tuesday 13 March was nominated 'Spanish Day' in the race village, with Spanish bands, activities and cuisine on show throughout the Village and on the main stage, giving avid visitors a taste of Spanish customs and culture.
But how do you judge return on investment amid this whirlwind sporting festival and serious business of ocean racing?

Flying the flag for Camper -  Jeni Bone   Click Here to view large photo

'We look at the cost values of TV programming, audience reach. We have sophisticated media monitoring. Auckland has been drenched in Camper red and I know the indirect reach of this is bigger than any number. We were on TV last night and this morning. It’s great. Fortunately, we have big agencies who monitor that.'

Importantly, Camper backs up its dockside presence, sensational boat and talented crew with PR supported by strategic advertising.

'Most of our spending is in PR, and around the world, inviting people to visit us to find out who we are. We are not anti-advertising, but to get to every corner of the world with advertising is impossible for a small company. We have to rely on other activities rather than a 30 second TV ad. We have done some really spectacular things. In Paris, for example, all the city buses were covered in our boat and brand. It was incredible!'

America’s Cup is looming on the horizon, but first, World Series racing in Venice in April, coinciding with the Camper yacht’s arrival in Miami. 'We are waiting for the 72 to come out in early [northern] summer and to learn how to control that monster and support them is going to be our focus. America’s Cup is a totally New Zealand entry, so we are just there to support and as fans.'

More at www.camper.com/en/volvo-ocean-race


by Jeni Bone

  

Click on the FB Like link to post this story to your FB wall

http://www.sail-world.com/index.cfm?nid=94995

7:09 AM Sun 18 Mar 2012GMT


Click here for printer friendly version
Click here to send us feedback or comments about this story.

Click for further information on
2011-12 Volvo Ocean Race

Related News Stories:

18 Mar 2012  Volvo Ocean Race Leg 5 - Puma heading for the Southern Ocean
18 Mar 2012  Volvo Ocean Race: Team Sanya leads Leg 5 after Waitemata maelstrom
18 Mar 2012  Volvo Ocean Race Leg 5 - Game on!
18 Mar 2012  Volvo Ocean Race - In-Port race and stopover images by Greg Mulvaney
18 Mar 2012  Volvo Ocean Race: Images from the Inport Race, Auckland
18 Mar 2012  Volvo Ocean Race: Home port redemption for Campers kiwis
18 Mar 2012  Volvo Ocean Race: Camper win golden points from hometown InPort Race
18 Mar 2012  Volvo Ocean Race In-Port Race images
17 Mar 2012  Volvo Ocean Race In-Port Race - Third for Groupama 4
17 Mar 2012  Volvo Ocean Race In-Port Race - Second to Puma Ocean Racing
MORE STORIES ...







News - USA and the World

The International Moth Class isn't exactly a new sailing class, yet the learning curve would have to be one of the steepest out there. Moths have been on foils for almost 10 years, yet besides talking to fellow moth sailors, there isn't a lot of information out there to help you master the skills and techniques needed to fly ... [more]  

America's Cup: Full CAS report finds both ISAF and de Ridder at fault *Feature by Richard Gladwell, Sail-World.com/nz
The Decision of the Court for Arbitration of Sport over the suspension of Dutch sailor Dirk de Ridder has been circulated. The report, which was earlier reported in summary form as to the decision, confirms a 18month suspension on de Ridder, one of the Netherlands' top sailors ... [more]  

2014 Rolex Sydney Hobart Yacht Race - Australia’s premier ocean race has always had an international flavour; Captain Illingworth, who started the whole Sydney Hobart thing was, after all, an Englishman. ... [more]  

2014 Rolex Sydney Hobart Yacht Race - Ocean sailors are daft; why else would you think it a good idea to take a modern ocean racing yacht around the world on her own bottom to compete in lots and lots of races, some thousands of miles long? ... [more]  

2014 Rolex Sydney Hobart Yacht Race - The island is off the NSW south coast, 155 nautical miles south of Sydney’s South Head and about 6 nm south-east of Narooma. Its lighthouse, built of granite quarried on the island, began operating in 1881. The island is a protected nature reserve. ... [more]  

2014 Rolex Sydney Hobart Yacht Race - Hundreds of Australian sailors spend their lives trying to win the Tattersall’s Cup; year after year they declare in Hobart that this was their last Rolex Sydney Hobart - definitely - for sure. But 12 months later you spot them again at the Cruising Yacht Club of Australia, tinkering with their pride and joy and nervously eying off Boxing Day ... [more]  

America's Cup: Lawsuit against Oracle Racing lodged in San Francisco *Feature by Richard Gladwell/Sail-World.com/nz
In further legal fallout from the 34th America's Cup one of the New Zealand sailors named in an action bought by the International Sailing Federation has in turn lodged a lawsuit in a California Court against his former racing team, Oracle Racing Inc over boat fixing in America's Cup World Series ... [more]  

2017 J/80 World Championships: The Royal Southern Yacht Club (RSrnYC) has an active J/80 fleet and attracts many more of the class to its summer series of regattas run annually from May through to September, in addition to match racing J/80s in the annual Grade 2 Match Cup. ... [more]  

Spectacular fire on Sydney Harbour captured on video *Feature by Richard Gladwell, Sail-World.com/nz
Sydney sailing sports photographer, Beth Morley was on Sydney Harbour, capturing images of the Friday night racing, when a luxury launch caught fire nearby. I was out photographing the Ransa Sailing yacht race this evening when I saw smoke coming from the back of a large cruise boat around the back of Sow and Pigs (reef) area towards Middle Head. ... [more]  

Clipper Round the World: The award is in recognition of the way he directed his crew during a dramatic man overboard rescue in the harsh northern Pacific Ocean last March. The Rod Stephens Trophy for Outstanding Seamanship is an internationally renowned trophy awarded annually for an act of seamanship which significantly contributes to the safety of a yacht, or one or more individuals at sea. ... [more]  

OK Dinghy Worlds: Some sailors will even be in transit over the festive period, so thoughts of overindulgence will be a long way from their minds as they focus on the challenge ahead – overcoming the strong Australian team and preparing for the conditions on Port Phillip Bay. However, if the event is true to form - there will be overindulgence in competitive and fun racing. ... [more]  

The Decision of the Court for Arbitration of Sport over the suspension of Dutch sailor Dirk de Ridder has been circulated. The report, which was earlier reported in summary form as to the decision, confirms a 18month suspension on de Ridder, one of the Netherlands' top sailors ... [more]  

2014 Rolex Sydney Hobart Yacht Race - With the early weather outlook for next week’s Rolex Sydney Hobart Race indicating it will be a sometimes torrid all-round test over the 628 nautical miles, the highly experienced crew of race record holder Wild Oats XI is feeling comfortable but not over-confident. ... [more]  

Hanohano Outrigger Canoe Club, Huki Outrigger, and Hoven Vision present the 19th Annual Hanohano Huki Ocean Challenge to be held in Mission Bay, San Diego, Ca. on January 24th, 2015. ... [more]  

Photographer Andrea Francolini was on the water to provided this gallery of images of Comanche. ... [more]  

Images from Mauritius as the Team Vestas Wind recovery crew prepare to depart for the Cargados Carajos Shoals, over 200nm away. The team have acquired some salvage equipment and will live aboard a chartered boat and attempt to float the boat over the reef and into the lagoon. ... [more]  

The skipper of Mapfre, Iker Martinez will leave the Campos managed Volvo Ocean Race entry for the third Leg of the Volvo Ocean Race. The team cites a conflict between Martinez's Olympic commitments in the Nacra 17 and the Volvo Ocean Race, as the reason for the departure which the team says was a planned move. ... [more]  

Team Vestas Wind skipper Chris Nicholson (AUS) has flown back to a remote Indian Ocean reef to help oversee a complicated operation to retrieve his stranded boat after it was grounded there during Leg 2 of the Volvo Ocean Race nearly three weeks ago. ... [more]  

The America's Cup Competitor Forum, comprising the six teams registered for the 2017 America’s Cup, has appointed Iain Murray as Regatta Director. The appointment was tipped a month ago in Sail-World.com. Under the Protocol for the 35th America's Cup, the appointment has to be approved by the majority of the competitors. ... [more]  

Rolex Sydney Hobart Race: The intention to enter the fleet of twelve Clipper 70s in the 71st edition has just been confirmed by Clipper Race organisers. The RSHYR will form part of the biennial Clipper Race series for a second time. The round-the-world fleet created much interest in 2013 as amateur sailors from over 40 different nationalities competed as part of their 40,000 mile circumnavigation. ... [more]  

If you missed this week's edition of Adventures of a Sailor Girl, then hear the replay below. This week's show is the 34th. Sailing news in sixty seconds-ish (2:46). Sail Sydney: Josh McKnight (Moth, 9:43), Tom Spithill (Moth, 12:45), Olivia Price & Eliza Solly (FX, 15:24) Tom Burton (Laser, 23:20) James Wierzbowski (Extreme 40's, 32:08) and much more ... [more]  

RORC Transatlantic Race 2014: Isabelle Haudiquet was on the helm as the bright yellow hull blasted through the finish line. Having safely moored Bingo after 17 days at sea, the French crew enjoyed a cold beer dockside at Camper & Nicholsons Port Louis Marina. ... [more]  

Volvo Ocean Race: Chris Nicholson Interview - Part 3 - On the Atoll *Feature by Richard Gladwell/Sail-World.com/nz
Final part of a three part, 80 minute, interview with Team Vestas Wind skipper, Chris Nicholson on the wrecking of the Volvo Ocean Race yacht on an idyllic atoll in the South Indian Ocean during the night of November 29. In this part, Nicholson tell what happened once the crew stepped aboard the local coastguard boat just after dawn, and subsequent trips back to the wreck. ... [more]  

The Safety Requirements and Recommendations (SRR) for the 2015 Bell's Bayview Mackinac Race are now published. On Saturday, March 21, Bayview will be hosting Mark Thornton for his presentation and seminar 'Preparing Your Mac Forecast: A Workshop For Sailors.' ... [more]  

2015 International 14 World Championship - Four-time World Champion, Britain’s Archie Massey, expects racing in the titles at Geelong, Australia, will be tight. ... [more]  

The 2014 WWA Wake Park World Series (WPWS) officially ended this past weekend at one of the most fun and progressive cable parks on the globe; Thai Wake Park (TWP) in Bangkok, Thailand. With tons of advanced new features in the lake, top Wakeboarders from all over the world tightened up their boots and hit the water for what would be a groundbreaking finish to a historical WPWS season. ... [more]  

The most significant sailing performances of the year are being heralded by US Sailing with the announcement of the ten men and seven women who have been shortlisted for the 2014 Rolex Yachtsman and Yachtswoman of the Year awards. ... [more]  

A successful medal haul for the Australian Sailing Team (AST) at the ISAF Sailing World Cup in Melbourne with five gold, five silver and three bronze in the Olympic class program, plus two gold and one bronze in the Paralympic fleet. Hear what the sailors had to say about their performance, along with some great video footage of the week's racing on Port Phillip. ... [more]  

Bart’s Bash, the global sailing race that took place in 60 countries around the world, on September 21st, 2014 raised an incredible £366,391.95 for the Andrew Simpson Sailing Foundation. The race was held in memory of Andrew 'Bart' Simpson, the Olympic gold medal sailor who died in May 2013. ... [more]  

RORC Transatlantic: As with every yacht participating in the race, staff from Camper & Nicholsons Port Louis Marina greeted the French team on arrival with warm congratulations, a cold beer and a welcome basket from the Grenadian Tourism Association on behalf of the people of Grenada. The crew of five looked tired after nearly 17 days at sea, but owner, Frank Lang was full of praise for his crew. ... [more]  

2014 Rolex Sydney Hobart Yacht Race - Perpetual Loyal is no stranger to the Rolex Sydney Hobart. Winning line honours in 2011, they have continued to be a contender, especially in heavier breezes. ... [more]  

In a lot of ways, it was kind of befitting that the best conditions of the last day of the Sailing World Cup – Melbourne, were saved for the Women’s Laser Radial Medal Race. Apart from highlighting them in glorious sunshine, like Huey’s own spotlights, it also brought into frame that were only two girls 470 crews in attendance for the regatta. ... [more]  

The website for the 2015 Finn Gold Cup in Takapuna, New Zealand, has been launched. The Finn class is eagerly anticipating a return to Takapuna Boating Club for what will be only the second Finn World Championship to be held in New Zealand. It will have been 35 years since Cam Lewis (USA) beat John Bertrand (USA) in a thrilling final race showdown in 1980, to take the Gold Cup. ... [more]  

Great signed Limited Edition sailing books by Bob Fisher for Christmas
Clipper Race - Sir Robin Knox-Johnston to mentor young South African
IFDS Worlds 2014 New Video Memories - Halifax is just a click away!
McDougall + McConaghy Moth Worlds 2015 - Must see, seriously fun event
Volvo Ocean Race: Chris Nicholson Interview - Part 2 - On the Rocks *Feature
Successful St. Maarten Regatta Beach Clean-Up at Kim Sha Beach
US Sailing releases Rio 2016 Olympic Trials System
Rolex Sydney Hobart Yacht Race - Oldies return
Volvo Ocean Race sets up independent inquiry into Vestas Wind disaster
Volvo Ocean Race: Team Brunel: sweet victory
RORC Transatlantic Race - Apollo 7 touch down
2014 OK Dinghy Worlds Preview one - Last but not least
Melges 24 Christmas Sprint Series - Christmas comes early for Red Mist
Extreme Sailing Series 2014 Act 8 - Superb podium finish for Realteam
Volvo Ocean Race: Chris Nicholson on the Team Vestas Wind disaster - 1 *Feature
USA 4 Windsurfing campaign
Rolex Sydney Hobart Yacht Race - One last modification to Wild Oats XI
Sydney-Hobart: Wacky Races 2 - Frosty, Hoonigan and Wilbo *Feature
RORC Transatlantic Race 2014 - Big adventure comes to an end
ISAF World Sailing Rankings – 15 December 2014
Comanche; Supermaxi Showdown VIDEO   
Miami Star Winter Series - Commodores Cup Final day   
2014/15 Audi Melges 20 Miami Winter Series - Jason Michas wins   
2014 RORC Transatlantic Race - Yacana crosses finish line   
2014 Extreme Sailing Series - Act 8 - Swiss team Alinghi wins   
Extreme Sailing Series: Images from Act 8 + Series' Highlights video   
Volvo Ocean Race: Dongfeng Race Team - Leg Two review   
Extreme Sailing Series: Alinghi crowned 2014 and Sydney champions   
Extreme Sailing Series -Sydney Land Rover recognises talent   
ISAF Sailing World Cup Melbourne - Medal Race Images   
Extreme Sailing Series: Alinghi dons ESS Crown, Oman Air wins award   
18ft Skiffs: Rooklyn scores win in Syd. Barnett Jr. Memorial Trophy   
ISAF Sailing World Cup: Fan cranks up for final Melbourne day + Videos   
Miami Star Winter Series - Commodores Cup Day 1   
Extreme Sailing Series: Delayed coverage - Day 4 +Audio *Feature   
Volvo Ocean Race - Dongfeng score another excellent result   
Audi Melges 20 Miami Winter Series - Fleet rumbles in Miami   
Extreme Sailing Series - The Wave, Muscat see championship bid slip   
2014 RORC Transatlantic Race - From acorns grow oaks   
Volvo Ocean Race - Team Brunel (NED) wins Leg 2   


For this week's complete news stories select    Last 7 Days
   Search All News
For last month's complete news stories select    Last 30 Days
   Archive News








Sail-World.com  


















Switch Default Region to:

Social Media

Asia

Australia

Canada

Europe

New Zealand

United Kingdom


http://www.sail-world.com/event_images/image/Twitter_logo_small.png http://www.sail-world.com/event_images/image/FaceBook-icon.png  http://www.sail-world.com/event_images/image/RSS-Icon.png

United States

Cruising Northern

Cruising Southern

MarineBusiness World

PowerBoat World

FishingBoating World

 

Contact

Commercial

News

Search

Contact Us

Advertisers Information

Submit news/events

Search Stories/Text

Feedback

Advertisers Directory

Newsletter Archive

Photo Gallery

 

Banner Advertising Details

Newsletter Subscribe

Video Gallery

Policies

 

 

 

Privacy Policy

 

 


Cookie Policy

 

 



This site and its contents are © Copyright TetraMedia and/or the original author, photographer etc. All Rights Reserved.  Photographs are copyright by law.  If you wish to use or buy a photograph contact the photographer directly.
XLXL NEW US
LocalAds   DE  ES  FR  IT