The North Face - Joshua Tree Press Immersion Trip
Hosted 2 groups of key media partners for 3-day immersion with The North Face athletes and RDD to preview the Spring 2019 lines. Media were treated to an authentic experience with The North Face, climbing alongside the best athletes in the world and learning about how our product is made.
The first group consisted of endemic outdoor media and included Outside Magazine, GearJunkie, Freeskier, Backpacker, Trail Runner and more. The second group of consumer media included Shape, Women's Health, SELF, Health, Bustle and more.
With the second group, we launched “Gym to Crag”, introducing fitness media to indoor climbing with a goal of transitioning their skills outside. Through a partnership with The Cliffs LIC, 10 editors took part.
After 3 months in the gym, we hosted press to an outdoor climbing trip in Joshua Tree. Our goal was to increase coverage of climbing as a fitness activity and to continue to present ourselves as the premier climbing brand.
Stories were featured in Outside, GQ, Shape, and Well + Good along with print articles in Women’s Health and Health Magazine.