This REI campaign would be focused on the solo traveler. REI has a lot to offer this market from gear to travel education and trips. So, this campaign focused on empowering the beginner solo traveler and aiding the expert solo traveler as well. The main target market would be women as this is the primary market for solo travel. Many women entering retirement are also interested in traveling, and this campaign seeks to get them on their way with the help of REI.