Klättermusen Experiences
Launching a premium Nordic adventure brand from the ground up
Background
Klättermusen is an iconic Swedish outdoor brand with a loyal following, built over 50 years of designing gear for adventures in the wild. In celebration of its milestone anniversary, the team launched a new travel vertical: Klättermusen Experiences (KMX), bringing the spirit of the brand beyond apparel and into immersive Nordic journeys.
Klättermusen tapped Big Human to help shape the marketing foundation for this new venture: translating its legacy of sustainability, craftsmanship, and adventure into a premium travel brand.
Its mission is simple: curate epic experiences where guests can disconnect from the everyday and reconnect with nature.
Overview
Klättermusen Experiences began as a blank-slate concept: a new adventure arm of a 50-year-old outdoor brand. Big Human helped bring the idea to life, building a fully realized brand and marketing strategy from the ground up.
Their debut trip launched with standout editorial coverage, including National Geographic, setting the tone for KMX’s high standards and immersive approach. From messaging and content to visuals and social campaigns, we designed every touchpoint to inspire travelers, showcase the thrill of Nordic adventure, and communicate KMX’s deep commitment to sustainability authentically. In its first year, KMX organically grew to more than 3,500 Instagram followers and 2,000 email subscribers, with email performance well above industry benchmarks.
Big Human wasn’t just executing campaigns. We built the marketing foundation and operational systems KMX needed to launch, scale, and grow with confidence.
Our role:
Research & Strategy
Growth Marketing
Content & Copywriting
Social Media
- Strategy
- Marketing
- Content
From the Client
“From day one, the Big Human team built the marketing foundation that fueled our launch, developing a clear strategy and executing it under tight timelines. The team led coordination with our PR agency while building cross-functional workflows. Those systems became the backbone of how we managed newsletters, social media, guest communications, and itineraries.”
Yahnny Adolfo San Luis-Wallgren
CEO, Klättermusen Experiences
Research & Strategy
Shaping a sustainable adventure brand
We brought our deep travel and hospitality expertise to understand KMX’s audience with intention: uncovering the motivations, expectations, and emotional drivers that would shape the brand from day one.
Because sustainability is central to Klättermusen, we approached marketing as a credibility exercise as much as a creative one: telling the story with substance, avoiding hype, and grounding every message in environmental and social impact.
This work became the foundation for a comprehensive go-to-market strategy, defining priorities, timelines, and systems that kept the team focused on what mattered most. Tone-of-voice guidelines, messaging frameworks, and audience playbooks ensured KMX could communicate consistently across trip listings, email, social, and press.
Behind the scenes, we built the operational structure to support growth — from organized media libraries to clear cross-team workflows — so KMX could scale confidently from their very first journey.
Content & Copywriting
Crafting content that sparks action
With KMX’s positioning in place, we translated extraordinary itineraries into a complete creative and content system — one that communicated the value of each journey at every stage of the booking experience.
Our role wasn’t to invent the adventure, but to bring it to life: transforming the Klättermusen team’s meticulous trip planning into immersive listings and on-brand storytelling that made the experience feel tangible long before departure. The content was practical for logistics, yet rich enough to spark imagination.
That storytelling extended far beyond marketing touchpoints. We created everything from trip announcement assets and booking communications to beautifully designed pre-departure travelogues — mini magazines guests received ahead of their journey — as well as thoughtful in-room details like handwritten notes that reinforced the care behind the experience.
Across email and guest communications, performance reflected that engagement: campaigns averaged a 52.5% open rate, well above industry benchmarks, across an audience of more than 2,000 subscribers.
Growth Marketing & Social Media
Amplifying the Klättermusen experience
With the brand foundation and content system in place, Big Human helped KMX bring it to market — activating campaigns, partnerships, and press to drive awareness and bookings from day one.
Instagram became a key channel for that expansion: a visual home for the journeys themselves, highlighting landscapes, guides, and defining moments with a premium, editorial feel. By the end of our partnership, KMX gained more than 3,500 Instagram followers through organic growth.
We also broadened visibility through strategic partnerships and earned media, including:
Editorial travel partnerships, including Lonely Planet
Brand milestones, such as an acquisition announcement with Upguides
B2B travel advisor placements to support distribution and sales
Press coverage across National Geographic, TravelAge West, Ski Mag, and more, in partnership with our friends from Thompson & Co
Influencer and creative collaborations that reinforced trust and reach
Across every major launch moment, Big Human helped turn a new travel concept into a growing community of conscious travelers — and a brand with real momentum in the adventure space.
Results
Establishing a foothold in the adventure world
Over our year-long partnership, Big Human helped Klättermusen Experiences find their voice, build an engaged audience, and lay a foundation for sustainable growth.
We supported sold-out inaugural trips, and the brand has maintained five-star reviews ever since.
This groundwork positions KMX to grow thoughtfully, connect authentically with its audience, and continue delivering adventure experiences with depth, credibility, and care.
