RIP CURL PRO BELLS BEACH
(WORLD SURF LEAGUE)

The Rip Curl Pro Bells Beach is one of the world's most prestigious surfing competitions and draws top male and female surfers from across the globe to the picturesque shores of Bells Beach on the Victorian southwest coast.

For two years, I had the opportunity to spearhead the content partnership between the World Surf League & Visit Victoria and used this event as a benchmark to showcase an effective collaboration by producing multichannel content for digital and broadcast distribution that played heavily to the surfing and sport-centric audience.

Through my networks and contacts, I was able to effectively negotiate a contract with global surfing superstar Mick Fanning and come up with an effective strategy for utilising this commercial content opportunity for broader in-market campaigns run at a global level.

I also came up with strong narrative storytelling pieces that were amplified by both digital and broadcast distribution.

From Bells To Birdies was a timely piece that had newsworthy relevance due to Mick Fanning and Owen Wright’s respective retirements and was amplified more broadly by golf-centric audiences. It also ran on prime time Channel 7 air-time during the 2023 AFL season.

HIGHLIGHTS

• Over 30+ million impressions for Visit Victoria + Rip Curl Pro brand and content attribution

• Management of two successful content partnership campaigns - Bells to Birdies + Mick Fanning x Great Ocean Road

• Successful multi-platform distribution for content pieces

• Development of effective content frameworks for Visit Victoria’s major event partners

• Successful negotiation and idea pitching to lead talent i.e Mick Fanning

• Secured exclusive newsworthy content from shoots that also ran in prime-time news slots

• Growth of sport-centric audience across Visit Melbourne/Victoria channels

• Successfully helped the World Surf League with high event attendance numbers