The Situation
Business leaders in the Columbia, SC area were looking to unveil a new, 27-mile riverfront trail that combined the best of the wilderness with convenient stops for local food, drink, and all-ages fun…with the goal of appealing to Gen Zs and Millennial families.
The Insight
Hardcore enthusiasts aside, most people don’t really want to experience nature at its most adventurous and isolated. We needed to make the wild more welcoming and offer people a getaway with a lifeline.
The Solve
With an integrated launch featuring heavy local OOH alongside print and targeted digital/social, the 3RVRS brand campaign was crafted to make nature feel a little bit curious and a whole lot more casual. With disarming language that spoke to the offering in a lighthearted and approachable way, it encouraged visitors to step out into the wilderness – but not out of their comfort zone.
