CLIMBING TO THE TOP

Founded in Bulgaria, Walltopia is the number one company in the climbing world and one of the leaders in the amusement industry, where active entertainment has a growing share. The construction of climbing gyms and adventure parks is growing at full speed and it's no coincidence that climbing was included in the Olympic disciplines at Tokyo 2021. Walltopia has made a major contribution to promoting the sport.

Sofia Cohen, an experienced communication expert and a winner of numerous professional awards, is responsible for the company’s global image. Observation and the talent to filter out what is relevant, interesting, and important to people, are vital to her work. The biggest challenge is getting a view of the whole world at a glance, and a global brand requires that.

Walltopia is a world leader in the design and production of climbing facilities. What is the role of the chief marketing officer, how do you measure communication success?

At present we have built more than 2,000 projects in 76 countries. We’ve been the industry’s engine for 24 years now. As a chief marketing officer, I am in a race with professionals like me from all around the world, who are trying to displace us from their markets, using their local knowledge. My role is to ensure that our positioning is clear and no borders can stop us. So far, our strategy has been successful on all continents.

With my team, we are building thе image of Walltopia, while also creating general demand for our products. Walltopia is a manufacturer with a business-to-business working model. Our target groups consist of business owners. As an industry leader, however, we have to also work with a broad audience and make a certain lifestyle popular among people, who are in fact the clients of our clients. Every day we use storytelling and engaging content to spread our message on the importance of a healthy lifestyle, sports, and active entertainment, where people spend time together and have fun working as a team overcoming difficult routes and obstacles.

What are the professional challenges to a woman manager in the global positioning of the brand?

I think they are absolutely the same as to a man manager. Maybe the biggest one is to have a good understanding of the whole world. To be successful, we need to know people very well, keep a close eye on what is going on in their world, how they live, what moves them, and what motivates their decisions, so we can create relevant communication.

What is your focus in 2022?

Despite the Covid-19 situation and the inflation, we are in a strong position and our brand is working for us, allowing us to be sustainable. We can see very high demand on many markets. This means we have to keep building and elevating the image of our brands and promoting the active lifestyle and the benefits of quality time spent with the family in active entertainment, instead of in the metaverse. These messages answer the needs and desires of people of all ages all over the world. That’s why we forecast successful marketing and sales campaigns in 2022.

www.walltopia.com