SITUATION:

In 2015, Salt Life Food Shack tasked The Kurtis Group with resurrecting and growing the Big Wave Challenge after a three-year hiatus. Originally the Challenge was restricted to North Florida with a combined purse of $5,700 for two still photography categories.

OBJECTIVE:

Increase both local and regional awareness and participation and the categories – extending the parameters to all of Florida.

TKG RESPONSIBILITIES:

Develop and implement a strategic event plan and promotion; media planning/buying using geo-targeted tactics; overall messaging; logo design and all creative development; web design and development, and coordination and management of the overall Challenge, sponsors, judges and participants.

RESULT:

All three areas – Challenge participation, entries submitted and the prize purse –  more than doubled. Additionally, a video category was added and promotion and press coverage more than doubled with features in various magazines and web outlets including but not limited to: Surfline, Surfer’s Village, Eastern Surf Magazine, Wake, Wind & Surf, and VOID.