Cowshed has been working with Boulders climbing centre to promote the benefits of climbing and launch its new climbing gym.
Boulders, the Cardiff-based climbing gym, opened the doors of its brand-new centre in Valegate Retail Park, Culverhouse Cross, Vale of Glamorgan on Saturday 29th April.
Boulders was the first indoor climbing gym to hit Cardiff and is heading towards its second decade of operation, which has been made possible by its tight-knit and ever-growing climbing community.
Boulders’ new centre offers everyone the opportunity to reap the mental and physical benefits of climbing; supporting beginners through to experts – whether it’s their first climb or their fastest.
We worked with the team at Boulders to produce an integrated campaign to raise awareness of the new site including PR, partnership activation and digital advertising.
Through our research and insight work we identified the motivators and barriers for different types of climbers – groups, beginners, avid climbers and children – and developed creative messaging tailored for each group under the overarching campaign wrapper, ‘Climb With Us. Climb Boulders.’
Our trusted team of Toms created the campaign (Tom Wilding), filmed and edited a high energy and impactful hero video (Thomas James), captured new photography (Tom Farmer) and supported us on the day of the shoot to ensure we were able to safely film and photograph our climbers (Tom King).
In the first two weeks of our digital campaign, the hero video received over 1 million views, and we saw more than 14,000 clicks through to the new centre landing page across the targeted groups.
In the week leading up to its opening, a curated selection of influencers attended the new centre to create stories, TikToks and reels during a sneak peek of the new site, which features a dedicated bouldering space with walls reaching up to 4 metres high, a kids’ zone with party facilities, a specialist training area along with a large viewing area and café.
Speaking to Co-founder of Boulders, Ollie Noakes about his feelings on the opening of the new site, he said, “Back in 2008 we opened the first dedicated climbing facility in Cardiff. It’s been an incredible journey over the past nearly 15 years! We opened our second facility in Cheltenham in 2020 and we’re already looking for additional sites. It’s feels great to be opening our third facility here.”
We’ve got lots more planned in the climbing pipeline over the next few months to help maintain awareness and generate impactful results for the Boulders team in their bid to make climbing an activity for everyone.
Find out all about the new centre, including give-it-a-go sessions, casual climbs and memberships here.