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Hub Climbing

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Hub Climbing, Canada’s largest indoor rock climbing facility with locations in Markham and Mississauga was experiencing lower than expected customers. BTI was approached to build an awareness campaign targeting a South Asian demographic for the Mississauga location. Since the Markham location had lots of traffic from the Asian community, there was a preconceived assumption that Mississauga, also having a large South Asian community, would find rock climbing a preferred activity.


BTI recommended and conducted qualitative research to gain a deeper understanding of all the target audiences and the barriers to coming to Hub Climbing for the ethnic community. Together with a SWOT analysis, we provided a market assessment report along with a go-forward plan and recommendation not to focus on the South Asian community. Using insights, we developed a unified campaign look and feel targeted to 3 very specific audiences; young active adults, parents of toddlers, and the curious who have never climbed.


The campaign messaging addressed how to persuade, motivate and excite new climbers to try Hub Climbing. Paid online ads were developed for use on social media, especially on Facebook and gained attention and engagement from the target audience. They were so impactful that Hub will be extending the campaign well beyond online and turning them into signage, posters and direct mail.