Living near the White Mountains has obvious social benefits, but from a business standpoint its like owning a crystal ball.  From my days as an outdoor retailer, I made contact with a lot of the "elite" athletes in the area most notably those that leveraged the terrain and atmosphere of the White Mountains to the hilt.

Funny how about three years ago, when I grew tired of the utilitarian techno attitude of Arc'Teryx, the guys who hung around IME up in Conway starting filling my ears with all things Rab.  And this said a lot to me given that at the time Wild Things was the "local favorite" in their back yard and Rab had yet to make its formal push into the US market. 

Knowing that OR was coming up how awesome it was to see Rab with a formal B2B online campaign over at SNEWS.  When I was running marketing and advertising at RockClimbing.com, over the years I picked up on a few slam dunks for new brands trying to peg the consumer or retail market and this was always a slam dunk. 

Whoever planned the media buy at Rab was also spot on by doing this as a roadblock.  That is when both ads are in rotation, in this case using a 728 Leaderboard and the high performing 300 square.  If done right, a plan will use the square as the strongest attribute for performance while leveraging the leaderboard as brand lift ( or to say it another way, pay for the CPM on the square and get as much bonus as you can from the leaderboard).

Anyway, I love their stuff and should get a call out to the local rep here in New England to get the rest of the story.