World Record Attempt – Celebrating 30 years of Surfest, Newcastle, Australia

Brief

Devise and promote a focus event to commemorate Surfest’s 30th anniversary – a key focus event of It’s ON! in Newcastle and the Hunter

Strategy

Stage a Guinness World Record attempt for the longest line of surf boards to turn the spotlight on Surfest, reinforce Newcastle’s credentials as a surfing mecca, and generate engagement and interest in both the record attempt, surfing event and destination locally, nationally and internationally.

Promote the event via a series of media releases, alerts, community notices and social media posts to maximise pre-promotion, attendance and event coverage.

Leverage and secure coverage opportunities for key event spokespeople including Surfest Ambassador Mark Richards, Surfest organisers and The City of Newcastle Lord Mayor.
Work in conjunction with Destination NSW to maximise international promotion of the record attempt.

Results

The attempt took place on 15 February 2015, with the record successfully being broken with 608 boards lined up end to end over a distance of 1.2km.

In total over 30 media reports, social posts and interviews were coordinated around the attempt including pre promotion on Weekend Sunrise (Channel 7), Triple J (Radio), 702 ABC (radio) and 2UE (radio) and coverage of the attempt on 9News, NBN TV and in the Newcastle Herald.

Total media coverage equated to $326,593 in AVE, with specially crafted record attempt social media posts and video vignettes resulting in over 172,260 facebook impressions with a total reach of 77,517.

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