An Integrated Marketing Campaign
Bouldering Project Case Study
In the beginning it was a bit edgy and non-traditional, which when you think about it, sounds a lot like the state of climbing at the time.
For its first decade, marketing at the Bouldering Project was under my purvey.
We reached a point when the Bouldering Project brand meant more to people than just a climbing gym.
For its first decade, marketing at the Bouldering Project was under my purvey.
One of the first briefs i wrote at the Bouldering Project was to convince the owners that
A relevant brand in the climbing industry.
Measure the value of broadcasting the appearance of a famous pro climber vs. the value of that pro climber’s experience, and their own perception and communication of the gym.
Measure the value of a formalized “an ambassador” vs. the value of a meaningful relationship
The guiding principle was to lead with an emotional connection, rather than with an offering.
I love to bury the lead. I never write to the lowest common denominator. I don’t underestimate
Identify the elements that make
The goal was to create a critical mass of new climbers — so we designed a brand and spoke in a voice that had a wide ranging appeal.
What makes you feel welcome when you walk into someone’s home. We were making experiences that felt good to people,