Ultra Trail Haricana of Canada 2023 | Brand Activation

Challenge:

The primary challenge was to stand out in an event as grand and emotionally charged as UTHC. We aimed to craft a brand experience that was both meaningful and memorable, offering tangible value to the participants while reinforcing The North Face’s position as a trailblazer in outdoor gear.

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Solution:

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Capturing Moments: Understanding the significance of UTHC in the participants' lives, we set up stations to capture moments with custom Polaroids, giving them instant keepsakes of their achievements and the landscapes they traversed.

Preparation and Recovery Area: We established a dedicated space for runners to prepare for the daunting challenge ahead and to unwind and recover after their race. This area was equipped with gear, advice, and support tailored to the needs of trail runners, embodying The North Face's commitment to the athletes' well-being.

Gear Giveaways and Interaction: Throughout the event, we engaged with participants, offering gear giveaways that provided not just physical support but also moral encouragement. Our team interacted with every runner, ensuring a personal touch that left a lasting impression.

125 km Podium Representation: The North Face proudly represented the most critical podium of the event—the 125 km race—underscoring the brand's dedication to celebrating extraordinary achievements and the spirit of endurance trail running.

Collector’s Program 2023: A continuation of our custom-built engagement strategy, the Collector’s Program allowed participants to collect customized patches specific to UTHC 2023. These patches could be applied on-site to their favorite The North Face gear, offering a personalized souvenir and a badge of honor for their participation.

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Services Provided:

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Turnkey Production: From conceptualization to execution, we managed the entirety of The North Face’s brand activation, ensuring a seamless and impactful presence at UTHC.

Brand Visibility: Strategic initiatives and engagements were designed to maximize The North Face's visibility, connecting deeply with the event's audience and the broader trail running community.

Custom Engagement: Our services went beyond traditional brand activations, focusing on personalized interactions that enriched the participants' experience and reinforced their connection with The North Face.

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Impact:

The North Face’s activation at UTHC 2023 not only enhanced the event experience for participants but also solidified the brand’s legacy within the trail running community. By capturing unforgettable moments, supporting runners’ preparation and recovery, and celebrating their achievements, we created a comprehensive brand experience that resonated deeply with participants. The successful integration of the Collector’s Program further personalized the engagement, leaving participants with a tangible connection to The North Face and their UTHC journey.