History Channel Brings the Mountains to Manhattan - Event Marketer

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History Channel Brings the Mountains to Manhattan

To promote the second season debut of “Mountain Men,” The History Channel on June 6 activated a Mountain Men City Trek experience that brought the TV series to life for New York City urban dwellers. The weekly program depicts the survival skills and cunning required to live in the wilderness.

The one-day event, which took place on the North Plaza of Union Square, replicated the scenes from the series. Turtle Island, the main stage in the center of the experience, was the scene for bootcamp demos, survival skills and live music by local artists. The Campfire/Tom’s Cabin area featured hiking gear and experts from The North Face. Tom’s Tannery was a prop area consisting of synthetic raw hides, bows and arrows. Guests could try out Teton Mountain Range and Blue Ridge Mountain rock climbing walls and upload images from the Yaak Valley photo op area to the hashtag #StayWild.

Attendees could interact with various sponsors which, besides The North Face, included Orvis, Kind Snacks and Head & Shoulders. Bootcamp Republic provided the bootcamp demos; Appalachian Mountain Club offered survival skills demos and Brooklyn Boulders sponsored one of the rock climbing walls.

“The whole idea was to bring to life the world our mountain men live in—survival, living in the wild, living off the land—juxtaposed with New York City,” Samantha Maltin, svp-marketing at History, told Buzz. “Each partner offered a window in the ‘Mountain Men’ lifestyle.” Agency: Michael Alan Group, New York City.

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