We began with extensive audience research to feed into our media and creative planning route. Using existing persona data as a base, we developed our own research into media consumption and brand discovery.
This showed two key audience targets spanning all abilities, from experienced surfers through to those who have never surfed:
Experience Seekers – chasing down a life of challenge, change and novelty
Family Focussed – cramming in quality time to make those magic memories
As a destination attraction our geographical region focused on a two-hour drive time from Bristol. These insights led into our initial creative proposition and media planning for launch, but as The Wave has established itself as a must-visit experience, we are able to target advertising on a broader catchment area.
We made our media investment work harder by overlaying our target audiences with geo data and their likelihood to travel to focus on people who we could count on to make the trip.
Our media selections focus on reaching our audience in the environments that matter to them. The vibrant creative platform extolls the benefits of surfing on health, wellbeing and the value of fun. Our tone is positive, inclusive and respectful of surfing’s global heritage, as we ask people to #findyourwave.