Tree Climbing Planet
Rare opportunity to scale ancient redwood gets writers aloft
Tree Climbing Planet, a technical and recreational tree climbing school based in Portland, Oregon, leads expeditions around the world for canopy researchers and adventurers. In March 2016, TCP teamed up with a renowned University of California, Berkeley biologist to offer the public a rare opportunity to climb high into the crown of a 200-foot coastal redwood in the Santa Cruz Mountains.
Because of the redwood’s delicate ecosystem, climbs are offered only once a year to a limited number of people, and while filling the spots was important, TCP was particularly interested in attracting non-traditional climbers to this experiential learning activity designed to educate people on the biodiversity of the redwoods and connect them to the natural world.
Action
Gray Public Relations launched a media relations campaign that included pitches to environmental, scientific, and sports and outdoor writers with top-tier, digital and monthly publications, inviting writers and photographers to join in on the adventure.
Results
Several writers, photographers and videographers jumped at the chance to participate in the three-hour guided climb, resulting in articles in The New York Times, Outside Magazine, Earth Island Journal, Takepart, and more. Media coverage was leveraged on TCP’s social media channels resulting in a reach of more than 22,000 and engagement from more than 11,000.
40 people went aloft, including climbers from the UK, Hong Kong and Dubai
50+ people are on the waiting list for next year’s climb
Top-tier coverage including The New York Times and Outside Magazine, resulting in nearly 5 million impressions
Significant increase in new user website traffic during campaign period
Links to coverage
Sierra Club – Aloft (July 6, 2016)
Outside Magazine – Meet the World’s Best Tree Climber (May 17, 2016)
Mongabay – For Earth Day: climbing a redwood tree (April 21, 2016)
The New York Times – In Towering Redwoods, an Abundance of Tiny, Unseen Life (April 18, 2016)
Take Part- Here’s What It’s Like to Climb a 200-Foot-Tall Tree (April 18, 2016)
The Mercury News – Climb a Redwood Tree (Jan. 27, 2016)