Tourism Victoria campaign – STA and the Rip Curl Boardmasters

Rip Curl Boardmasters is the biggest surf, skate and music festival in Europe. In August 2007 it was held at Fistral Beach, New Quay, Cornwall and about 200,000 people attended.

The event featured the World Series Surf Championships Qualifying Round, with 200 of the world’s top surfers.

The campaign with STA was used to position Victoria as one of the key surfing destinations in the world, the birthplace of the Rip Curl brand and to promote the Bells Beach Rip Curl Pro. Tourism Victoria provided a branded surfboard as part of the competition prize, and additional prizes included tickets to the 2008 Rip Curl Pro, accommodation and tours in Melbourne.

Promotion of the event

Pre- promotion:

• STA Travel branding across all Boardmasters.
• Press advertisements, outdoor, retail, flyers, online.

During the event:

• A Melbourne-branded stand on Fistral Beach.
• Collateral distributed at the event featuring destination information.

On-line:

• A micro-site on STA Travel website featuring destination information on Melbourne and Victoria and promoting Rip Curl Pro. A competition button featured on the homepage linked to the micro-site. The products featured in the competition prize were listed on the website.
• Viral microsite/game branding.
• ripcurlboardmasters.com – logo, link and banner/editorial on homepage.
• Podcasts produced at the 2007 Rip Curl Pro event were video streamed on both the ripcurlboardmasters and STA Travel websites to promote the events.