YOURGB partnered with Helly Hansen to launch their Open Mountain Month, with a key focus on encouraging the public to embrace the outdoors in a fun and engaging way. Our team conducted a location scouting exercise and liaised with relevant Councils to ensure suitable locations for the activation. Calton Hill was chosen as the key location, with uninterrupted views of Arthur’s Seat within a vibrant urban setting. Playful hints of the Helly Hansen brand, strategically placed along the main route, surprised and delighted participants, while fostering social media engagement. As suspense built with each step, there was anticipation for the grand reveal at the summit. The team executed a branded activation hub at the top of Calton Hill featuring a sunny spot chill out zone with deck chairs, a surprise race finish line, plenty of goodie bags and opportunities to engage with Helly Hansen and their vital partnership with Scottish Mountain Rescue. YOURGB’s brand ambassadors worked in partnership with Helly Hansen to raise awareness of mountain safety, drive traffic to the Edinburgh Store and engage with the public by running competitions, handing out giveaways and goodie bags whilst creating a fun and active atmosphere on the hills. The team further enhanced public engagement with a take over of the brand’s Instagram channel ensuring to capture highlights of the day and coordinating a competition to find out the most unique favourite spot of the day.