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London
Sydney
119 Alexander Street,
Sydney, New South Wales,
2065
Sydney, New South Wales,
2065
+61 416 122 553
The adventure economy is growing at a rapid rate, with millennials investing more of their time and money on hiking, trail running and climbing than ever before. We were asked by The North Face to develop a festival-concept that would appeal to these adventurous explorers and put them in the most natural environment possible.
We worked with The North Face on the experiential strategy including creative, promotion and digital planning to drive ticket sales.
We found the perfect location for the first two festivals, a valley in Switzerland based at the foot of the iconic Eiger. Famed for its outstanding natural beauty, earning it UNESCO protection, Lauterbrunnen proved the perfect venue for the 3 day celebration of the outdoors.
The Mountain Festival has now run for three years in two different valleys and hosted over 5,000 guests from over 26 different countries.
Climbing, trail running and hiking activities take place day and night and all are led and supervised by World famous athletes (all The North Face sponsored).
The ‘basecamp’ was created using a series of wooden geodesic domes which housed reception areas, dining spaces and stage space for music, inspirational talks and workshops. Playful art installations and campfires were dotted around the festival to encourage people to enjoy the outdoors.
