Growing an online audience for the Climbing Works International Festival 2016

Disciplines: PR, Film Production, Motion Graphics, Social Media, Strategy and Planning, Live Broadcast


We were tasked by The Climbing Works to attract new audiences to the livestream of The Climbing Works International Festival 2016 whilst continually reinforcing its key messages of a fun yet seriously challenging competition where the public can compete alongside the world's best.


Band of Birds devised a content-led campaign which worked closely with the Climbing Works and their main sponsors including Rab, Scarpa and Berghaus. We continually sought to innovate by working with the chief judge to analyse and share facts and insight from previous competitions to enrich the live-streamed coverage of the Semi-Finals and Finals. Band of Birds sourced a professional journalist to work alongside Professional climbers to form the analyst team ahead of the finals and create pre-packaged content which captured the costumed anarchy of the Saturday qualifiers.


The broadcasts of the event were watch by over 50,000 people in 126 countries with one million minutes of footage having been viewed to date. On social media, the #CWIF hashtag has reached over one million accounts on Instagram; 700,000 accounts on Facebook and 300,000 on Twitter. We helped create the most successful posts on Instagram and Facebook for the accounts and drive up audiences for the social media channels.

Band of Birds managed to secure coverage by major climbing publications and bloggers from across the world including the USA, Japan and across Europe. The pre-packaged content gained positive feedback from event organisers and sponsors for successfully communicating the key messages of the festival and the overall quality of the service. This was reinforced by qualitative feedback on social media and climbing media outlets globally.