In 2000 the Camel Trophy returned with a new style of event. It developed the spirit of the Tierra del Fuego event and the Camel brand but with the 32 competitors exploring Tonga and Samoa in RIB powerboats. This event was the single most successful Camel Trophy event as both a sporting activity and a Camel PR and marketing exercise. At this time the international brands of RJ Reynolds (which included Worldwide Brand Inc, the owners of the CT brand) were in the process of being sold to Japan Tobacco Inc. JTI subsequently chose to change direction and instead concentrate on the Camel Active fashion brand. It was to be the last Camel Trophy event.