The Brief
Place O’Neill team athlete Jordy Smith in the mainstream media and core surf press by raising awareness of his visit to Surf Snowdonia.
The Concept
In September 2017, O’Neill team athlete Jordy Smith hit Snowdonia for a taste of landlocked surfing before heading to Europe and the waves of the South Landes coast. With the back half of the World Championship Tour (WCT) about to kick off, and France just around corner, Jordy made a quick stop at north Wales’s inland wave lagoon.
In a bid to tackle the man-made waves of Surf Snowdonia, Jordy found a gap in his busy competition schedule and headed to the green hills of the Conwyn Valley. With left-handers and right-handers peeling for up to 150 metres, the 29-year-old South African put the UK’s Wavegarden® through its paces.
Hayley Newnham PR implemented a PR campaign to reach core surf press, regional media titles and mainstream consumer press with news of Jordy’s visit.
Organising a press trip to Surf Snowdonia which combined on-site interviews and a series of telephone interviews with influential press, the PR programme also included all post-event PR activity.
The Results
Interview features appeared in The Sunday Times, Red Bulletin, Carve, Wavelength, MSW and Surfdome plus regional PR coverage featured in North Wales Daily Post, Caemardon Herald and North Wales Weekly News.
