The Florida Pro Surf Competition was part of a World Surf League qualifying series event held Jan. 18 - 24, 2018, at the Sebastian Inlet on Florida’s Space Coast. Excited that the World Surf League would be coming back to the Space Coast, Florida’s Space Coast Office of Tourism approached 321 to create a brand for the event, in addition to spreading awareness through a targeted marketing campaign.
While we wanted to spread awareness for the event, we also wanted to direct tourists who would be in town for the competition to the area’s local businesses — from hotels and restaurants to shops and beaches.
We created an integrated brand campaign for the event, which included a website, digital ads, a targeted landing page, an email campaign, event marketing videos and billboards.
While Florida Pro is a high-intensity sporting event, we also wanted the brand to be fun and colorful to reflect the family-friendly nature of the event. Most importantly, we wanted to capture elements within the brand that are unique to Florida’s Space Coast, and, more specifically, the Sebastian Inlet
The logo was meant to resemble a NASA-style mission patch, paying homage to Florida’s Space Coast.
The curvature of the wave was an important aspect of the logo, as the Sebastian Inlet is known for these famous waves.
We included the Sebastian Inlet Pier in the background to replicate the infamous photos of swells hitting the jetty to create incredible barrel waves.
Using the patches as inspiration, we designed bright, colorful jerseys for all of the riders to wear for the competition.
We applied the logo to various types of apparel, which was sold at the event.
321 Created a series of outdoor banners that served as the main visual for the event, as they hung on the main tower and were over 40 feet in length.
The landing page served as the central hub for all event information, sponsor affiliations and event ticket purchasing.
321 created an email drip campaign that informed audiences of the event, special promotions, surfer profiles and much more.