Global Climbing Day 2019-2023 | Turnkey Event

Challenge:

The main challenge was to elevate Global Climbing Day beyond a typical event, transforming it into a nationwide celebration that would resonate with climbers of all levels. The objective was to create a compelling call to action that would not only increase participation and awareness but also foster a deeper connection between climbers and The North Face brand.

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Solution:

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Custom Brand Visibility: We collaborated closely with climbing gyms to integrate The North Face’s branding in a manner that felt natural and engaging, enhancing the climbers' experience while maintaining the authenticity of the climbing culture.

Custom Merchandise and Engagement: Recognizing the significance of tangible connections, we designed custom merchandise that reflected the spirit of Global Climbing Day, offering climbers a keepsake of their participation and achievements.

Social Media Campaign: In partnership with a leading design studio, we developed a targeted social media plan aimed at maximizing awareness and participation. This strategic approach helped spread the word through compelling content, inspiring climbers to take part in the day’s activities.

Global Recognition: The success of our initiatives led to Global Climbing Day being featured on The North Face’s global social media accounts, highlighting the event’s impact and the vibrant climbing community in Canada.

Collector’s Program 2023: A staple of our activations, the Collector’s Program 2023 allowed participants to collect customized patches unique to Global Climbing Day. These patches could be applied on-site to their favorite The North Face gear, enriching the experience with a personal touch.

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Services Provided:

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Event Production and Co-Creation: Working in harmony with climbing gyms, we crafted an immersive experience that celebrated the essence of climbing, from the initial concept to the day-of execution.

Brand Integration: Our approach to brand visibility was designed to resonate with the climbing community, ensuring The North Face’s presence was both authentic and impactful.

Social Media Strategy: The collaborative campaign with a design studio not only heightened the event's profile but also engaged a broader audience, contributing to the day’s success.

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Impact:

Global Climbing Day under our stewardship has grown into a much-anticipated annual event that brings the climbing community together under the banner of The North Face. Our multifaceted approach—from engaging social media campaigns to meaningful brand activations in gyms—has significantly increased participation and visibility. The event’s recognition on The North Face’s global platforms speaks volumes of its success and the resonant connection we’ve forged between the brand and climbers nationwide.