Objective
Increasing brand awareness and engagement with the surf community by providing on site branding, support and prizes for the Irish surfing association junior competition and second stage selections for the European surfing championships. As well as supporting local sponsored rider and filming for RTE documentary.
Date: 18/5/24
Event: Brand Activation
Number of riders: 65
Number of spectators: 250
Details
The ISA junior series brings together the top under 18 surfers from all the Irish counties to compete against one another to earn the opportunity to compete for team Ireland at an international level at the 2024 European junior surf championships in Portugal in July.
Providing prizes for all the podium positions across all ages and disciplines created such a positive buzz and engagement with the spectators and riders, tailoring the prizes more to water based products such as rash guards and board shorts further fueled the positive response from the riders
Continued support and co-operation from the ISA allowed us to once again place prominent branding and set up in a prime location just back from the beach front next to the judging panel and live scoring set up, which included a 100inch tv live streaming a wave by wave analysis of the competition.
The setup consisted of 1x tent, 1x table, 7x flags, and 1x box of prizes. unlike previous events No samples were displayed, but despite this there was still an equal amount of foot traffic coming and engaging and taking interest in the brand during the day
A second table and cloth as well as some beach chairs and more flags would further round out the set up and increase prominence and should be explored for the next event.
The weather and the water conditions were less ideal with a consistent cold wind and inconsistent 1ft onshore waves, which meant less spectators than the previous stages of the event where the weather and surf were better. Despite this there was still a good buzz all day and the format of the competition meant there was a regular rotation of different people and age groups which allowed a good amount of interaction with the riders and spectators between the heats.
The event was being professionally filmed on RTE for a 8 part documentary on the ISA junior teams journey to the Euros, likely to be released in early 2025 consisting of: Competition footage, interviews and backstories on the riders. This will also be the case at the next 2 events on the west coast. The brand and the set up is going to feature heavily in the background of a lot of the footage in the documentary as well as the winners of each category being interviewed wearing heavily branded product.
Sponsored rider, josh Karbus placed first in class once again securing his position on the Irish under 16s national team who will be competing at the European surfing championships in Portugal in July.
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