Agency: Bastion Effect

Creating so much hype Chris Hemsworth showed up

THE BRIEF

URBNSURF Melbourne is Australia’s first surf park located just minutes from Melbourne Airport in Tullamarine. Shaped like a baseball diamond, its crystal clear two-hectare surfing lagoon (similar in size to the MCG) can produce up to 1,000 waves per hour.

Bastion Effect is URBNSURF’s PR partner and has been working collaboratively with the team to help craft its earned media launch plan ahead of the park’s opening in January 2020.

In mid November the park hit a key milestone – its perfect waves were pumping and being surfed for the first time. We set out to leverage this moment to drive awareness and attendance for when the park opens to the public.

 THE STRATEGY

What better way to celebrate than with an epic media moment? Members of  Team Australia and World Surf League professional athletes Julian Wilson and Sally Fitzgibbons along with Australian junior champions joined Andrew Ross, the founder of URBNSURF, representatives from Melbourne Airport, Three Blue Ducks (URBNSURF’s food and beverage partner), Surfing Victoria and Surfing Australia to come together at the surf park for a media event that showcased the waves for the first time and gave everyone a sneak peak of what’s to come.

The media moment also lined up with URBNSURF’s first round of foundational memberships going on sale and the announcement of its “wave menu” (which includes its fiercest slab wave called The Beast).

News crews, snappers, surf media and stakeholders watched on as we marked this huge moment with speeches from all involved and then Roary (URBNSURF’s wave generator) pumped out the waves and the surfers hit the water.

THE RESULT

How about more than 140 media hits and counting?

A reach of more than 28 million…that’s a lot of surfers.

A Herald Sun front page, a live weather cross on Today, all major news crews in attendance, news choppers flying overhead and even a celebrity drop in when Chris Hemsworth showed up to get all superhero-ey in the surf.

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Chris Hemsworth

Having the support of talented agency partners such as Bastion Effect and SouthSouthWest has been fundamental in bringing the brand to life and launching URBNSURF on the world stage. With their assistance, we’re excited to become a new hub for the Victorian surf community, and a must-visit destination in Melbourne for locals and tourists alike

Rupert Partridge , URBNSURF