Grasse Mat’ by Picture Adventure Club

To assist Picture in organizing their new community activation.

In 2024, outdoor textile and accessory brands are aiming to activate and bring together their communities. Picture Organic Clothing has commissioned us through their Picture Adventure Club program to organize a concept called “Grasse Mat’ Tour”:

To share the brand’s values through gourmet hikes focusing on local products, we’ve conceived a tour consisting of 6 dates near cities hosting a Picture boutique.

In preparation, we looked for a mountain guide available over three weekends in June, aligning with the brand’s values. We optimized the tour schedule to minimize travel between consecutive dates and prepared routes meeting client specifications: starting within an hour of a city center, approximately five hours of hiking, and around 500 meters of elevation gain. Crucially, we selected iconic locations and lesser-known trails to showcase landscapes from a unique perspective. Additionally, we designed and implemented setups for breakfast, brunch, and afternoon snacks provided to participants.

What does a Grasse Mat’ Tour date entail?
– The evening before, we conduct a trail run to finalize details based on the next day’s weather.
– In the morning, we start with a welcoming breakfast for participants.
– During the first part of the hike, a guide accompanies participants while we prepare brunch at a scenic viewpoint.
– Upon their arrival, we serve the meal.
– During the group’s second leg of the hike, we dismantle the setup and return to the starting point for a final surprise: offering beer and a parting gift.

This entire organization was made possible with a Jean Lain Campervans vehicle, enabling us to transport necessary equipment, keep perishables cool, and provide sleeping and cooking accommodations for the staff the night before each of the 6 dates across France.

With the success of this initial marketing activation tour, Picture Adventure Club is confident in launching future community projects.