But First Let Me Take a #CaboSurfSelfie…
On behalf of our client The Los Cabos Tourism Board, CIIC developed and executed an interactive multi-layered campaign in an effort to increase awareness of the 2nd Annual Los Cabos Open of Surf, an important World Qualifying Series event that took place in the destination from June 16-22. This bicoastal campaign took place May 10-June 15 encouraging consumers to take a “selfie” with the surfboard and post to social media tagging #CaboSurfSelfie for a chance to win a trip to Los Cabos. The campaign was featured in PR Week as a successful PR campaign on August 22, 2014.
It began as a mere design in the hands of talented artist, Drew Brophy, known for his work with brands such as The Hard Rock Café, Vans and Google, to create a custom crafted and hand-painted surfboard. The campaign incorporated social media and encouraged consumer engagement as participants were asked to share their “selfies” on their social media accounts using hashtag #CaboSurfSelfie.
The surfboard began its travels in Huntington Beach, CA gaining the attention of swimsuit model Anastasia Ashley and Los Cabos Open of Surf ambassador Chris Cote. From sunny California, the board went “Surfing USA” to the Big Apple where the CIIC team hit the streets of Gotham City encouraging additional sweepstakes entries. The board gained media attention when WABC’s Meteorologist, Bill Evans held a live broadcast with the board and posted his own “selfie” on his social media accounts. Lastly, the board headed across the border when it landed in Mexico City giving those passing by an opportunity to enter the sweepstakes as well. The board’s final destination was Los Cabos as it was awarded to the winner of the 1st ever Women’s 6-star competition.
Check out the video below to view the bicoastal adventure of the #CaboSurfSelfie board.
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