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Surf School Success: The Portrush Pass Marketing Strategy

Established in 2008 as the longest-running surf school in Northern Ireland, the Portrush Pass initiative applied strict rules for success to create a strong brand and build relationships with peers, local organizations, and media outlets. The marketing tactics included partnerships with accommodation providers, collaboration with key stakeholders, social media promotions, and targeted advertising. The program saw mixed success with positive outcomes such as excellent media coverage and improved industry response, but also faced challenges like unequal partner performance and lack of awareness among accommodation providers. The plan for future success involves developing an app, expanding partnerships, and enhancing distribution channels to maximize opportunities.

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Surf School Success: The Portrush Pass Marketing Strategy

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  1. MY BACKGROUND • PORTRUSH • SCOTLAND • AUSTRALIA

  2. 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!

  3. PORTRUSH PASS • Concept; maximise all relationships • ‘One stop shop’ • Partners; who and why?

  4. 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)

  5. 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

  6. 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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