Microsite: To spread the word and register sign-ups for the Free Weekend, Civitas developed a microsite where people could learn about the calendar of events and select specific time slots to participate in activities. The microsite captured data to coordinate event updates and deliver real-time communication from the REI team.
Engaging Activities: Civitas secured event space at three of the most popular spots in Cleveland -- Edgewater Beach Park, Great Lakes Brewing Company and Holden Arboretum -- where two full days of activities gave people an excuse to #Optoutside. Yoga, spinning, backcountry cooking and even smartphone photography classes were led by local instructors. Evening social events included Mappy Hour, a gathering around cartography and craft beers, followed by Story Club, where locals shared adventure stories. The capstone of the weekend was a fireside concert by Thor Platter, a popular bluegrass trio.
Specialized Staffing: The variety of activities required quality, experienced instructors and influencers to lead the programming. Civitas recruited best-in-class talent to deliver an authentic REI brand experience and drive buzz for the store grand opening.