TARGET DEMOGRAPHIC: FEMALE DYNAMIC ACTIVE

SMCI (SINGLE MOST COMPELLING IDEA): COLUMBIA IS THE TOUCHSTONE OF EVERY EXPERIENCE

EVIDENCE: OUR PRIMARY RESEARCH STATED THE BIGGEST MOTIVATORS FOR GOING OUTSIDE WERE: CONNECTION TO NATURE, MENTAL HEALTH, AND SOCIAL CONNECTION.

STRATEGY: TARGET FEMALE DEMOGRAPHICS ACROSS THE FIVE MOST DENSELY POPULATED CITIES, WITH COLUMBIA SERVING AS THE CENTRAL HUB FOR EACH EVENT. OUR MESSAGE IS SIMPLE — GET ON WITH IT. STOP MAKING EXCUSES AND COME EXPERIENCE LIFE IN COLUMBIA.