Top international climbers visit the Dolomite classics
The Dolomites and Cortina d’Ampezzo are world-famous for their incomparable rock pinnacles, needles, and towers as well as their alpine classics. A world heritage site with high walls and plenty of history. This breathtaking landscape provided international mountaineering equipment manufacturer EDELRID with the perfect setting for its latest brand campaign VERTICAL FREEDOM and a base camp for the annual team meeting with world-famous climbers like Tommy Caldwell, Mélissa le Nevé, and David Göttler.
The climbing areas between Marmolata, Tofana di Rozes, and Cinque Torri are already somewhat of a second home for several members of the EDELRID team, while others like American big wall climber Tommy Caldwell came to the Dolomites for the first time. All twelve of the international athletes loved the quality of the Dolomite rock with its many different structures, ledges, holes, and pinches—ideal conditions for amazing vertical freedom.
“Even when we were scouting out the location, it already gave off a fantastic impression. The incredible draw of the history-steeped walls goes without saying, but Cortina also has many lesser-known areas that are equally as spectacular and offer varied conditions for all kinds of climbing”, says Isabel Dassdorf, International Marketing Manager at EDELRID. “As well as the tough classics in the immediate area, we also loved the warm hospitality and the great restaurants that served up the obligatory Italian dinners. The combination of climbing and Italian flair makes Cortina an all-round perfect destination.”
Cortina, the Queen of the Dolomites, also delighted in the partnership and the climbing brand’s visit. Francesco Corte Colò, Promotion Manager for new markets, explains: “The partnership with EDELRID is the perfect fit as German-speaking countries traditionally fall within Cortina’s core target markets. EDELRID enables us to address an interest group that is perfectly aligned with Cortina’s positioning. The partnership also helps us increase awareness of the many climbing possibilities offered by Cortina and to convey the town’s essence and heritage.”
EDELRID’s latest campaign is all about vertical freedom, the freedom experienced when moving on the verticals, as well as about ideas that enable unhindered vertical movement—free from excess weight, free from safety concerns, free from physical constraints, free from wear and tear, free from…
Containing photographic images and video footage of climbing areas around Cortina d’Ampezzo, the multi-dimensional campaign will be presented through the use of print media, online media, and social media channels.