at Burton US Open

Creative Concept | Staffing | Activation | Logistics | Venue Management

As an official sponsor of the 2017 Burton US Open, The Woolmark Company tapped Highline to create a multi-sensory experience that would give consumers a new, positive perspective of wool and drive awareness of the brand’s partnership with Burton apparel.

Highline created two engagement points that would be certain to generate buzz; “Merino” and The Woolmark Company expo experience.

“Merino”, a Merino sheep mascot hit the slopes on a snowboard taking photos with consumers, creating buzz and driving them to The Woolmark Company Expo Experience. The expo experience, based at the base of the mountain and in the center of the Burton US Open venue, featured an educational tactile experience, the Burton/Woolmark line of apparel, pro athlete autograph signing sessions, a social photo booth, sweepstakes entry, premium giveaways, and more.