This Travel Brand’s Investing $5 Million in Climate Week Ads

A climate-aware audience

Activating at Climate Week NYC gives brands like Intrepid an opportunity to speak to an international, like-minded audience. Around 100,000 people participate in related events during the week, according to Climate Group, the U.K.-based nonprofit behind Climate Week NYC.

Originally, Climate Week NYC was a small group of people gathering in New York City during the United Nations General Assembly to discuss action on climate change. Climate Group launched the formal summit in 2009, and it has since grown to include more than 700 official events.

“When we started 16 years ago, this was a small group of senior-level politicians and business leaders coming to a conference of a few hundred people,” Adam Lake, head of engagement at Climate Group, told ADWEEK via email. “Climate Week NYC has now grown to be the largest climate event of its kind in the world.”

This year, organizers and participants expect that it’ll be even bigger than previous years.

Climate Group has had double the number of inquiries for speaker spots during its opening ceremony and main programming, Lake said. New in 2024, the nonprofit is launching a health track in response to increased participation from organizations working to reduce the health impacts of climate change.

“New York Climate Week has become such a mainstay of the climate calendar,” Austin Whitman, co-founder and CEO of The Change Climate Project, told ADWEEK. And with the UN’s annual climate summit happening in a petrostate again this year, some climate folks are likely coming to Climate Week NYC and skipping COP29.