Brooklyn Boulders was New York City’s first fully dedicated climbing gym with both top-rope and bouldering walls. With locations in Brooklyn and Queens, it has established itself as part of the always-evolving patchwork that is culture and commerce in NYC.
Media: OOH NYC Subway Ad, Digital Ads, News Stories, Social, Photos, Videos
As a business with facilities in specific locations, Brooklyn Boulders relied heavily on regional marketing led by local teams. As the Regional Marketing Manager for BKB’s New York City facilities, I built our omnichannel 2018 IMC plan.
The entire campaign hinges on the idea that BKB provides superhero-like training opportunities that allow members to discover and develop their heroic qualities. We created content that put real members in the spotlight — the primary content was a member-focused video series that we owned and broke out into earned and paid media.
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