At JACKALOPE Montreal 2023, in partnership with Arc’teryx, Tribu developed an experiential marketing activation aimed at raising awareness of the Arc’teryx brand as an official partner of the bouldering competition, and introducing festival-goers to bouldering.
On-site experience: the creation of a relaxation zone with bean bags and snacks, as well as an initiation wall with gifts for festival-goers renting their boots on site, helped to create spaces dedicated to both athletes and JACKALOPE Montréal 2023 participants.
The installation of the logo on and around the competition’s climbing wall raised awareness of the Arc’teryx brand among festival-goers.
Through this positioning, by associating climbing with the Arc’teryx brand, the intention was to make climbing accessible to all (with a total of 557 participants on the initiation wall during JACKALOPE Montréal 2023) and to spread a sense of community, the spirit of discovery and discipline that constitute the values of the Arc’teryx brand.
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