Nielsen Business Media Sports Group and Adventure Travel Trade Association strike a multi-year deal to Bring first ever dedicated “adventure travel” presence within four selected NBM sports shows.

Beginning in 2009, Nielsen Business Media Sports Group (NBM) and the Adventure Travel Trade Association (ATTA) will together implement the first ever dedicated “adventure travel” presence within four selected NBM sports shows, NBM’s Outdoor Retailer Summer Market, Outdoor Retailer Winter Market, Interbike and Fly Fishing Retailer shows, introducing new and unique adventure travel-oriented content, exhibitions and sponsorship initiatives throughout 2009 and 2010.

“Bringing adventure travel destinations, tour operators and other businesses together with outdoor retailers and brands focused on adventurous activities will contribute to a more vibrant lifestyle approach,” said NBM Vice President Sports Group Joseph Flynn. “Adventure travel is absolutely a part of who we are. Like the outdoor industry, the ATTA is committed to promoting the industry and to service the communities it serves. Together, we’re better positioned to provide productive cross selling environments for retailers, manufacturers and travel companies, which, in the end, brings more value to our businesses, outdoor enthusiasts and travelers.”

The ATTA will provide NBM with sales, marketing, public relations and conference services related to having adventure travel businesses and organizations to participate in NBM Sports Group shows. The partnership is expected to result in new adventure travel trade content tailored for the trade conference programs.

Already, brands like Eagle Creek, ExOfficio, Men’s Journal, National Geographic Adventure, Recreational Equipment, Inc. (REI)/REI Adventures, CamelBak, Keen, Kelty, Leki and W. L. Gore & Associates have worked with the ATTA through sponsorships and event participation.

“Adventure travel has been identified by many industry experts and futurists as representing ‘the future’ of the travel and leisure market,” said ATTA President Shannon Stowell. “It’s the unique blend of physical, cultural and nature-based activities within adventure travel that gets at the core of what’s real and authentic in this world, and can also bring with it compelling solutions to combat poverty, over-development and exploitation of the people and places visited. Partnering with Nielsen and the outdoor industry is ideal. It’s timely, represents incredible opportunities to extend our respective businesses by connecting them to each other, and adds a truly unique vibrancy to the markets we serve that is unlikely to be matched elsewhere.”


About Nielsen
Outdoor Retailer, produced by Nielsen Business Media’s Sports Group, is the leading outdoor industry business-to-business trade event, bringing together top manufacturers, retailers, industry advocates and media to conduct the business of the recreational outdoors. Currently in its 26th successful year, OR gathers approximately 40,000 attendees on a semi-annual basis for both Fall/Winter/Holiday and Spring/Summer markets. The Nielsen Business Media Sports Group, which includes the Outdoor Retailer, Interbike, Action Sports Retailer (ASR) and Fly Fishing Retailer trade shows, is headquartered in San Juan Capistrano, Calif. Nielsen Business Media is part of The Nielsen Company, a global information and media company. For more information, please visit: www.nielsen.com.

About the ATTA
Established in 1990, the Seattle-based ATTA is a global membership organization dedicated to unifying, professionalizing, promoting and responsibly growing the adventure travel market worldwide. ATTA Members include tour operators, destination marketing organizations, tourism boards, travel agents/agencies, guides, lodges/resorts/attractions, media, and service providers. Host of the Adventure Travel World Summits, the ATTA provides professional support, development, education, research, marketing, career building, networking and cost saving resources to its members. For more information, please visit: www.adventuretravel.biz.