The Ice Climbing World Tour – organised by the International Climbing and Mountaineering Federation (UIAA) – comprises five World Cup events in as many countries on two continents. The sport – which has ambitions to become part of the official Olympic Winter Games competition programme – is one in the ascendancy with both participation and viewing figures on the rise.


Accelerate the amplification of the UIAA Ice Climbing World Tour to a lifestyle audience and within the climbing community through targeted media pitching in general outdoor and specialist climbing publications.

To provide evidence of the return achieved, tracking print and digital media clippings, across the project time-frame.


Quinag captured the unique qualities of the sport by developing compelling lead stories that focused on the sport’s roots and appeal, its technical nature, nation-led content and Olympic ambition.

Key markets and territories were identified. Specialist publications were provided with timely, relevant texts, supported by ‘best of’ photography package and captivating video content. Lifestyle media were pitched exclusive stories appropriate to their audiences.

All media return was tracked and analysed using media intelligence software.


Quinag achieved coverage in 27 different media titles in 15 countries.


digital reach


digital reach


digital reach

"Working to a very short time scale, Quinag was able to deliver promotion of the UIAA Ice Climbing World Tour to media titles across the world.

Furthermore, the Quinag team immediately understood the nuances and spirit of ice climbing and were able to translate that to their discussions with journalists and bloggers worldwide."

UIAA Media Team
Photo credit © UIAA/Patrick Schwienbacher

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