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MY BACKGROUND. PORTRUSH SCOTLAND AUSTRALIA. ALIVE SURF SCHOOL. Longest running surf school in NI I took over in 2008 Applied strict rules for success Create a strong brand

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My background
MY BACKGROUND

  • PORTRUSH

  • SCOTLAND

  • AUSTRALIA


Alive surf school
ALIVE SURF SCHOOL

  • Longest running surf school in NI

  • I took over in 2008

  • Applied strict rules for success

  • Create a strong brand

  • Establish strong relationships; peers, local organisations (councils, NITB, outdoorni, CC&G etc etc), media – anyone who will benefit!


Portrush pass
PORTRUSH PASS

  • Concept; maximise all relationships

  • ‘One stop shop’

  • Partners; who and why?


Marketing of the pass
MARKETING OF THE PASS

  • 14,000 printed

  • Everyone involved promoting each other!!

  • Accommodation providers

  • NITB, OutdoorNI, CC&G etc

  • Social Media

  • Paid advertising – whatsonni.com (most clicked ad)


Mixed success
MIXED SUCCESS

POSITIVE

  • Excellent media coverage

  • Excellent response from industry

  • Real terms financial success for some

  • Raised profile of North Coast Activity providers

  • Talking point – massive opportunity


Mixed success1
MIXED SUCCESS

Negative

  • Some partners did better than others

  • Lack of awareness amongst accommodation providers

  • Better distribution needed – FINANCE!

  • Needs an App

  • More partners needed – accommodation?? Thoughts??


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