When: May/June 2014
Client: CIIC Agency for Los Cabos Tourism Board (Mexico)
Mission: Drew Brophy to design and paint a “Los Cabos Surf” branded surfboard as fine art, for the promotion of the 2nd annual Los Cabos Open of Surf tournament event. The Los Cabos Tourism Board and its AOR Carolyn Izzo Integrated Communications (CIIC) took it to the streets in three key US feeder markets.
SCOPE OF WORK: Strategize and paint a visual of the lifestyle of surf and leisure in Los Cabos, with the finished product “fine art ready” for the winner of the women’s Los Cabos Surfing contest to take home.
The Los Cabos surfboard traveled throughout California, New York and Mexico City. CIIC street teams invited people to take a selfie with the board and post it on Instagram, Facebook, or Twitter with the hashtag #CaboSurfSelfie. Those with public profiles were entered to win a trip to Los Cabos.
RESULTS: 25,000 to 30,000 people attended the tournament, up 30% compared 2013!
The contest drew more than 200 entries. Between May 10 and June 17 the campaign drove more than 1 million impressions on the board of tourism’s Facebook page (with a reach of nearly 500,000 unique users); more than 431,500 Twitter impressions (with a reach of more than 255,000 unique users); and more than 2,000 Instagram likes.
Two earned stories ran – segments on WABC-TV in California and on Unvision’s Despierta San Diego. The board also appeared several times in crowd shots on Good Morning America on May 27.
MORE DETAILS: For a detailed press release about this campaign, please read: Tourism board says it’s surf’s up in Cabo
To see examples of other branded surfboard paintings, check out: http://drewbrophy.com/custom-art-board-examples/