REI: #EveryTrailConnects

This case study details how REI, a US retail and outdoor recreation services company, raised awareness for the country's forest trails through video.

REI: #EveryTrailConnects

Agency: In-house, Mediavest | Spark

Background

Since 1938, REI's mission has been to help people indulge and share their love of the outdoors. For REI, a co-op, and its committed customers, that love comes with a responsibility to support and nurture these spaces.

  • So in 2015, REI decided to lend their support to our nation's trails.
  • Our nation's trail system is more stressed than ever.
  • Only one quarter of the 158,000 miles of national forest trails are maintained to agency standards,
  • Nearly two-thirds receive no maintenance at all.
  • The Forest Service faces a half-billion dollar maintenance backlog that...

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