RiverRocks Converts Stacked Billboards into a Rock-Climbing Wall

Adventure sports and music collide at RiverRocks in Chattanooga, TN which started October 2nd. The Johnson Group and Fairway Outdoor pulled off an epic out-of-home stunt to promote the event which involves canoeing, stand-up paddleboarding, 50k and 11-mile trail run, rappeling, rock-climbing and a bluegrass music festival. Using a unique space of stacked billboards in downtown Chattanooga, they created a rock-climbing wall complete with extensions of climbers. But they didn’t stop there. For one day, they staged an event where real climbers scaled the structure multiple times allowing passersby and media outlets to snap and share photos. The whole stunt only happened for a few hours, but the additional media exposure and word-of-mouth for the event had to increase awareness exponentially.

RiverRocks Climbing Wall Stacked Billboards by The Johnson Group

RiverRocks Climbing Wall Stacked Billboards by The Johnson Group

RiverRocks Climbing Wall Stacked Billboards by The Johnson Group

RiverRocks Climbing Wall Stacked Billboards by The Johnson Group

RiverRocks Climbing Wall Stacked Billboards by The Johnson Group

RiverRocks Climbing Wall Stacked Billboards by The Johnson Group

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Todd Turner

Todd Turner has been an art director at Adams Outdoor Advertising in Charleston, SC since 2004. He has created award-winning campaigns for large brands like McDonald’s, Bojangle’s and Harley-Davidson but has spent most of his career working with small local businesses to create advertising that actually works.

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