PUBLIC RELATIONS

DESIRED OUTCOME

Broadcast globally on Fox Sports, Summer of Surf invites the world’s top surf lifesaving talent to battle it out in the ultimate summer sport series.

 

In 2016, P4 Group was appointed to lead the media relations for the 2016/17 series, held across six iconic Australian locations.

 

CHALLENGE

To generate awareness, interest and engagement to drive visitation to Summer of Surf competition rounds and attract prospective sponsors for future events.

 


SOLUTION

P4 Group, with Summer of Surf event organisers and key stakeholders, completed an audit of past and current media relations activities to identify immediate and future opportunities to increase the event’s profile and attract prospective event sponsors.

P4 Group implemented a strategic media relations strategy for each of the six competition rounds, including competitor profiles, competition-day coverage and results circulation. Media activity included print, online, television and radio spanning general news, lifestyle and sports media.

 


RESULTS

P4 Group achieved 144 pieces of positive media coverage across six states.

  • 144 pieces of media coverage
  • 420,000 total reach
  • $620,200 advertising equivalent

There was an increase in Instagram followers by more than 60 per cent, up from 8,000 during the 15/16 series to 13,300 in 16/17.

For more information on Summer of Surf, visit www.summerofsurf.tv