URBNSURF Melbourne starts pre-opening media campaign

Australia’s first surf park, URBNSURF Melbourne has commenced a pre-opening media launch, showcasing its waves in action.

The ‘FIrst Waves’ campaign involved a coordinated launch across owned and earned channels which involved URBNSURF’s PR agency Bastion Effect and brand marketing agency SouthSouthWest.

The hero campaign moment involved a media launch, planned by URBNSURF and Bastion Effect, where members of Team Australia and World Surfing League professional surfers Julian Wilson, Sally Fitzgibbons and double surfing World Champion Tyler Wright, alongside Australian and Victorian junior champions, joined representatives from URBNSURF, Melbourne Airport, Three Blue Ducks, Surfing Victoria and Surfing Australia to be among the first to experience the perfect surfing conditions on offer at the two-hectare surfing lagoon located just minutes from Melbourne Airport.

As reported by B&T Magazine, actor Chris Hemsworth, also attended the event, putting the mechanically created waves to the test.

Content has been rolled out across URBNSURF’s own channels, dialling up the menu of waves that will be available to the public in the New Year when the surf park officially opens.

Out-of-home media has also gone live around Melbourne Airport and the M2/Citylink via oOh! Media.

Excited by the interest and engagement the campaign has generated, Bastion Effect Chief Executive, Richard Chapman told B&T Magazine “we’re beyond excited to be partnering with URBNSURF and its been an incredibly rewarding experience to be able to work with the team to launch and showcase the waves pumping in Tullamarine.

“Having surfing royalty such as Julian Wilson, Sally Fitzgibbons and 2x World Champion Tyler Wright, as well as the young, up and coming stars of Australian surfing, has meant our First Waves launch has taken off and we’re absolutely pumped for what’s ahead for the surf park in 2020.”

A venture more than seven years in the making, URBNSURF’s Brand and Marketing Manager Rupert Partridge is proud that URBNSURF Melbourne will be a safe, convenient and inclusive place to ride waves for surfers of all ages and abilities.

Partridge stated “we’re stoked to have the first perfect waves pumping out in Tullamarine, and are excited to welcome Melburnians, Victorians, and visitors from Australia and around the world to surf, eat, train, shop and experience surf culture at Australia’s first surf park this summer.

“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.”

For more information on the brand marketing agency SouthSouthWest, who coordinated the launch with PR agency Bastion Effect click here

Image: Actor Chris Hemsworth puts the waves to the test at URBNSURF Melbourne, Australia’s first surf park. Courtesy of URBNSURF/Stu Gibson.