MEDIA RELATIONS, SOCIAL AND DIGITAL CONTENT

DESIRED OUTCOME

To highlight the continued partnership between Surfing Australia and Subway.

Subway Australia approached P4 Group to develop a three month strategy to harness and elevate the large volume of quality content produced by the surfing series, and develop creative tactical executions that align the Subway tagline of Eat Well Go (Surf) with the Subway Surf Series events.

 

CHALLENGE

P4’s services were engaged for media relations and digital content creation, and the key deliverables were as follows:

  • To build on the ongoing partnership with Surfing Australia and Subway in the media and across Subway’s own channels
  • To raise awareness of not only the events, but of the partnership between Subway and Surfing Australia, positioning Subway as a leading quick-service retail provider because of their commitment to the surf series
  • To capitalise on the large volumes of quality content generated by the Subway Surf series to create engaging digital content for their channels
  • To utilise the talent pool of local surfers to both build digital content and generate quality editorial.

 

SOLUTION

P4 Group developed and implemented an integrated communications strategy that used a combination of channels to highlight the partnership between Surfing Australia and Subway.

P4 Group developed relationships with key industry press to generate positive news stories about the partnership, in addition to securing event coverage before and after each event.

 

RESULT
  • ABC RN Grandstand interview with series ambassador and pro surfer Laura Enever
  • Channel 7 Gold Coast live weather cross with ambassador Joel Parkinson to drum up interest for the Gold Coast event
  • Factor X feature in The Sunday Mail
  • Profiling of the winners in their local newspapers (Byron Bay Echo, Central Coast Express Advocate, Caloundra Weekly)
  • Crafted social media content to fit with Subway’s existing social media content – these posts
  • Designed and implemented Subway’s first Snapchat filter at the Bells Beach and Cronulla events
  • Marketing Magazine feature about the brand’s use of the Snapchat filter for the first time.