Rip Curl airs surfing quest on Eurosport

by Alison Donnelly, Marketing 11-Apr-08, 15:30

LONDON - Rip Curl and Eurosport have launched an integrated online and on-air marketing campaign to promote a new TV series about a group of surfers searching for the perfect wave.

The Rip Curl Lofoten Island surf trip, which is being filmed in Norway, is the subject of a new TV series broadcast on the youth sports channel Eurosport 2. It will be accompanied by a marketing campaign, which also includes two sponsored music concerts.

Rip Curl has produced the series called 'The Search' which will feature daily shows, video highlights, blogs and images across Eurosport 2 and Eurosport.com.

The expedition, in partnership with environmental charity WWF, aims to also raise awareness of the environmental concerns in the region.

Eurosport aims to drive traffic to its website as well as provide greater awareness, interactivity and engagement among users.

The music concerts being held in Norway to promote the series feature three well-known bands locally and with all benefits from the show being donated to WWF for their environmental protection scheme in the Lofoten Islands.