Visit California Scales New Heights

“It has always been a big dream of mine to climb a big building. As folks who like to make dreams come true, Visit California and Development Counsellors International made it happen.”

Kevin Jorgeson, Professional Mountain Climber


The Challenge

Bring Visit California’s Dream Big campaign platform to life in the Canadian market in a memorable and unique fashion.


The DCI Strategy

Secure Kevin Jorgeson, the first climber ever to scale The Dawn Wall, located in California’s Yosemite National Park, to become the first climber ever to scale the Royal Ontario Museum’s outdoor crystal peaks.


The Results

  • Launched a social media strategy which generated awareness prior to the activation via a Twitter party; showcased the climb on a Facebook live broadcast continued the dialogue with a wrap-up video. Social engagement garnered more than 8.3 million consumer impressions on Facebook and Twitter.
  • Generated 4.5 million consumer media impressions via national broadcast, print and online placements including a TV appearance on Canada’s national morning show, “Your morning”, and articles in Canadian Geographic, Toronto Sun networks and