Kathmandu

URBAN ZIPLINE

 

Improving the wellbeing of the world by getting people ‘out there’ in nature, one zipline ride at a time.

 

THE CHALLENGE

Being outdoors is good for the soul and Kathmandu wanted to take this message mainstream to improve the wellbeing of the world through the outdoors (and increase brand reappraisal).

 

THE SOLUTION

This meaningful movement got us thinking about a boundary-pushing solution that went well beyond the office. Our approach was to make something fun, memorable and ‘out there’… So we dropped a giant zipline in the middle of Sydney Harbour and invited the public down for a weekend of fun in the sun, with some very Instagram-able moments.

 

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THE RESULTS

The zipline was flying success. The event sold out in minutes, generating 95% positive sentiment over the activation weekend. It drove high-quality earned media coverage including the TODAY Show and Studio 10, averaging 80.4 out of 100 on the Impact Score. And it generated media reach of 10.6 million across 71 pieces of coverage and 114 influencer social posts. Needless to say, it helped set Kathmandu well on its way to becoming the world’s most loved outdoor brand.