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ASP NORTH AMERICA SPECIALTY EVENT

2013 EVENT SUMMARY


THANK YOU FOR SUPPORTING THE 2013 O’NEILL COLDWATER CLASSIC INVITATIONAL!

EVENT INFO EVENT WAITING PERIOD: November 6-10, 2013 LOCATION: Steamer Lane, Santa Cruz, California In an effort to shine the light on surfing’s talented but unsponsored masses, O’Neill implemented a new format for the 2013 Coldwater Classic Invitational. 16 unsponsored surfers (10 invited, four voted in and two O’Neill selected wildards) competed at Steamer Lane in a specialty event for an O’Neill Wetsuits sponsorship contract and $50,000 to travel the world in pursuit of qualifying for the World Championship Tour.

STATS TOTAL IMPRESSIONS: 7,425,576 NET VALUE: $88,431 • • • • • • • • 2013 O’Neill Coldwater Classic Invitational Winner: Torrey Meister, Photo: Parkin

Print advertising impressions: 2,681,378 Online Advertising impressions: 1,196,645 Website impressions: 60,278 Social impressions: 3,092,958 Online editorial impressions: 78,615 PR impressions: 255,853 Video content impressions: 72,124 On-Site impresisions: 5,000 *Stats do not include coverage and value from Surfline


ADVERTISING In the two month period leading up to the O’Neill Coldwater Classic Invitational, an advertising campaign to build awareness and hype for the event concept ran in print and online. The campaign appeared in both SURFER and Surfing Magazines in event specific spreads. The event’s advertising campaign was represented online by banner ads and full site takeovers.

Photo: Prefontaine


PRINT ADVERTISING

ASP NoRTh AmeRiCA SPeCiAlTy eveNT

COLDWATER CLASSIC INVITATIONAL 2013 16 UN-SPoNSoRed SURfeRS • WiNNeR TAKeS All* • NovemBeR 6-10, 2013

STEAMER LANE • SANTA CRUZ • CALIFORNIA oneill.com/cWc

Photo: Ryan Craig

TOTAL IMPRESSIONS: 1,984,339 NET VALUE: $31,947 *$50,000 to travel the world and compete in the World Qualifying Series in pursuit of making the World Championship Tour.

SURFER MAGAZINE

SURFING MAGAZINE 2013.10_Surfing_CWC_Ad.indd 1

O’NEILL COLDWATER CLASSIC INVITATIONAL PRE-EVENT PRINT AD

ISSUE: NOVEMBER, 54.11 SIZE: 2P/4C ON-SALE DATE: 9.24.13 IMPRESSIONS: 697,039*

10/7/13 10:00 AM

ISSUE: DECEMBER, 49.12 SIZE: 2P/4C ON-SALE DATE: 10.15.13 IMPRESSIONS: 643,650** ISSUE: JANURARY, 50.1 SIZE: 2P/4C ON-SALE DATE: 11.12.13 IMPRESSIONS: 643,650**

SURFER MAGAZINE | NOVEMBER

*SURFER MAGAZINE IMPRESSIONS BASED ON A CIRCULATION OF 99,577 X A PASS-ALONG RATE OF 6 READERS OTHER THAN THE ORIGINAL RECIPIENT. **SURFING MAGAZINE IMPRESSIONS BASED ON A CIRCULATION OF 91,950 X A PASS-ALONG RATE OF 6 READERS OTHER THAN THE ORIGINAL RECIPIENT.

SURFING MAGAZINE | DECEMBER

SURFING MAGAZINE | JANUARY


PRINT ADVERTISING TOTAL IMPRESSIONS: 697,039* NET VALUE: $11,383 SURFER MAGAZINE ISSUE: FEBUARY, 55.2 SIZE: 2P/4C ON-SALE DATE: 12.17.13 IMPRESSIONS: 697,039*

*SURFER MAGAZINE IMPRESSIONS BASED ON A CIRCULATION OF 99,577 X A PASS-ALONG RATE OF 6 READERS OTHER THAN THE ORIGINAL RECIPIENT.

O’NEILL COLDWATER CLASSIC INVITATIONAL POST-EVENT PRINT AD


ONLINE ADVERTISING TOTAL IMPRESSIONS: 237,335 NET VALUE: $7,500 PRE-EVENT ONLINE ADVERTISING, CAMPAIGN TO PROMOTE WILDCARD VOTING SURFERMAG.COM CREATIVE: VOTE SIZE: 160X600, 300X250, 728X90 FLIGHT DATES: 9.30.13- 10.6.13 IMPRESSIONS: 215,936 CREATIVE: VOTE SIZE: TAKEOVER FLIGHT DATES: 9.30.13- 10.1.13 IMPRESSIONS: 21,399

EX: “VOTE” TAKEOVER ON SURFLINE.COM

EX: 728 X 90 “ VOTE” AD UNIT


ONLINE ADVERTISING TOTAL IMPRESSIONS: 959,310 NET VALUE: $7,500 SURFERMAG.COM

GRINDTV.COM/SURF

CREATIVE: O’NEILL COLDWATER CLASSIC SIZE: 160X600, 300X250, 728X90 FLIGHT DATES: 10.24.13- 11.11.13 IMPRESSIONS: 450,006

CREATIVE: O’NEILL COLDWATER CLASSIC SIZE: 300X250, 160X600 FLIGHT DATES: 10.24.13- 11.11.13 IMPRESSIONS: 134,918

CREATIVE: O’NEILL COLDWATER CLASSIC SIZE: TAKEOVER FLIGHT DATES: 11.6.13- 11.10.13 IMPRESSIONS: 371,194

ASPNORTHAMERICA.COM

EX 300 X 250 EVENT AD UNIT ON GRINDTV.COM/SURF

CREATIVE: O’NEILL COLDWATER CLASSIC SIZE: 300X140 FLIGHT DATES: 11.6.13 IMPRESSIONS: 3,192

EX. 728 X 90 ANIMATED EVENT AD UNIT


WEBSITE Fully branded event microsite featuring comprehensive coverage of the O’Neill Coldwater Classic Inviational launched from O’Neill.com/cwc. Event coverage including wildcard submission, wildcard voting page, video, photos, news, surfer profiles, and event info.

Wade Carmichael, Photo: Prefontaine


WEBSITE TOTAL IMPRESSIONS: 60,278 PERIOD: 9.1.13-12.5.13 LOCATION: ONEILL.COM/CWC UNIQUE VISITORS: 27,023 PAGEVIEWS: 142,524 WEBSITE FEATURES AND CONTENT • CONSTANT FEATURES- NAVIGATION BAR, EVENT INFO, CURRENT SANTA CRUZ CONDITIONS, #ONEILLCWC. HYPERLINKED SPONSOR FOOTER • HOMEPAGE- ROTATING MANTLE WITH MOST RECENT NEWS STORIES, VIDEOS AND SPONSOR AD UNITS, LATEST VIDEO, NEWS AND PHOTO SECTIONS • WILDCARD SUBMISSIONS- CONTESTANTS SUBMITTED WILDCARD VIDEOS TO THE WEBSITE, FANS VOTED ON THIER FAVORITES, WILCARD CONTEST RESULTS AND WINNER VIDEOS MADE PERMANENT ON THE SITE • NEWS- LATEST O’NEILL AND COLDWATER CLASSIC INVITATIONAL NEWS STORIES • PHOTO AND VIDEO- O’NEILL COLDWATER CLASSIC PHOTO AND VIDEO ARCHIVES • SURFER PROFILES- HEADSHOT AND BIOGRAPHY OF EACH COMPETITOR

HOMEPAGE OF ONIELL.COM/CWC


TOP 5 TRAFFIC SOURCES FOR ONEILL.COM/CWC

ANALYTICS

1. GOOGLE / ORGANIC ....... 20,922 2. DIRECT ......................... 5.496 3. SURFERMAG.COM .......... 2,969 4. FACEBOOK.COM ............. 2,122 5. YAHOO / ORGANIC ......... 1,349 NEW & RETURNING VISITOR BREAKDOWN

TOTAL IMPRESSIONS: 60,278 TOTAL PAGEVIEWS: 142,524 LOCATION: ONEILL.COM/CWC PERIOD: 9.1.13- 12.5.13 VISITS: 60,278 UNIQUE VISITORS: 27,023 AVERAGE TIME ON PAGE: 00:04:01 AVERAGE PAGES PER VISIT: 3.5

VISITS TO ONEILL.COM/CWC

SITE VISITS BY COUNTRY


WILDCARDS From 9.1.13 to 9.24.13 unsponsored surfers from around the world submitted one minute action only surf videos to the event website for the chance to be a wildcard in the 2013 O’Neill Coldwater Classic Invitational. A panel of judges then voted on the most qualified surfers from the 64 entries and chose eight competitors to move on to the consumer facing voting phase of the process. After the eight surfers made it past the judges it was up to the public to decide who would recieve wildcards and the opportunity to surf against the rest of the field for a one-year sponsorship from O’Neill. 4,636 votes later, Quinn McCrystal, Billy Hopkins, Andrew Jacobson and Noi Kaulukukui were awarded wildcard entries in to the 2013 O’Neill Coldwater Classic Invitational. The wildcard submission and voting element of the event provided valuable consumer engagement in the O’Neill Coldwater Classic Invitational.

Noi Kaulukukui, Photo: Parkin


WILDCARD TOTAL VIDEOS SUBMITTED: 64 TOTAL VOTES: 4,636 WILDCARD VOTES BREAKDOWN • • • • • • • •

QUINN MCCRYSTAL: 24% OF VOTES BILLY HOPKINS: 19% OF VOTES ANDREW JACOBSON: 17% OF VOTES NOI KAULUKUKUI: 15% OF VOTES KILIAN GARLAND: 8% OF VOTES CHRIS FOSTER: 7% OF VOTES KALANI ROBB: 6% OF VOTES DYLAN GOODALE: 4% OF VOTES

WILDCARD SUBMISSION PAGE ON ONEILL.COM/CWC

WILCARD VOTING PAGE


SOCIAL Facebook, Twitter, and Instagram were used to create buzz abuot the 2013 O’Neill Coldwater Classic Invitational and keep fans up to date with all of the action surrounding the event. Social media became especially important during the wildcard video voting process; athletes used social media to promote themselves and rally thier friends and family with the hopes of being votied into the contest. The hashtag #OneillCWC made it easy for fans to follow along, interact and share their O’Neill Coldwater Classic Invitational experiences on Twitter and Instagram. SURFER and other tittles under the GrindMedia umbrella used social media to push viewers back to the O’Neill Coldwater Classic website. From GrindMedia’s titles alone the event gained more than 2.3 million impressions socially.


SOCIAL TOTAL POSTS: 502 TOTAL POTENTIAL IMPRESSIONS: 3,092,958* TOTAL VALUE: $2,000 SURFER MAGAZINE FACEBOOK TOTAL POSTS: 5 TOTAL POTENTIAL IMPRESSIONS: 479,600

O’NEILL FACEBOOK TOTAL POSTS: 27 TOTAL IMPRESSIONS: 421,832

@SURFER_MAGAZINE TWITTER TOTAL TWEETS: 31 TOTAL POTENTIAL IMPRESSIONS: 391,612*

GRINDTV SURF FACEBOOK TOTAL POSTS: 3 TOTAL IMPRESSIONS: 14,300

@SURFER_MAGAZINE INSTAGRAM TOTAL POSTS: 3 TOTAL POTENTIAL IMPRESSIONS: 987,615*

@GRINDTVSURF TWITTER TOTAL TWEETS: 26 TOTAL POTENTIAL IMPRESSIONS: 249,080

@TEAMONEILL TWITTER TOTAL TWEETS: 11 TOTAL IMPRESSIONS: 358,919

#ONEILLCWC ON TWITTER TOTAL TWEETS: 270

@ONEILL INSTAGRAM TOTAL POSTS: 19 TOTAL IMPRESSIONS: 190,OOO

EX. SURFER MAGAZINE FACEBOOK POST

#ONEILLCWC ON INSTAGRAM TOTAL POSTS: 107

*TWITTER AND INSTAGRAM IMPRESSIONS ARE BASED ON THE TOTAL NUMBER OF COLDWATER CLASSIC POSTS X THE NUMBER OF FOLLOWERS. FACEBOOK POSTS ARE BASED ON THE ORGANIC REACH OF ALL COLDWATER CLASSIC POSTS. (DOES NOT INCLUDE #ONEILLCWC ON TWITTER OR INSTAGRAM)

EX. GRINDTV SURF TWEET

EX. SURFER MAGAZINE INSTAGRAM POST


COVERAGE The 2013 O’Neill Coldwater Classic Invitational recieved extensive coverage before, during and after the event. SURFER Magazine and GrindTV Surf were particularly active in creating online coverage of the O’Neill Coldwater Classic Invitational. Through GrindMedia’s network, coverage was able to reach a very broad audience and gain additional exposure and attention.

Chris Waring, Photo: Prefontaine


ONLINE EDITORIAL TOTAL IMPRESSIONS: 78,615* TOTAL VALUE: $1,179 GRINDTV.COM/SURF TOTAL PIECES: 7 TOTAL IMPRESSIONS: 58,433

SURFERMAG.COM TOTAL PIECES: 7 TOTAL IMPRESSIONS: 20,174

SURF.TRANSWORLD.NET TOTAL PIECES: 3

BUSINESS.TRANSWORLD.NET TOTAL PIECES: 3

EX SURFER MAGAZINE ONLINE COVERAGE OF THE O’NEILL COLDWATER CLASSIC INVITATIONAL *IMPRESSIONS AS OF 11.11.13 AND ARE ONLY FROM SURFERMAG.COM AND GRINDTV.COM/SURF


COVERAGE TOTAL PIECES: 75+ ESTIMATED NET VALUE: $12,800 SANTA CRUZ SENTINAL TOTAL STORIES: 3 TOTAL IMPRESSIONS: 124,770* VALUE: $7,403

XGAMES.ESPN.GO.COM TOTAL PIECES: 1 MONTHLY SITE VIEWS: 110,400

TELEVISION COVERAGE HIGHLIGHTS AND INTERVIEWS FROM THE EVENT TOTAL PIECES: 3 LOCATION: KSBW (NBC) KION TV (CBS)

SANTACRUZSENTINAL.COM TOTAL PIECES: 7 MONTHLY SITE VIEWS: 20,800

O’NEILL COLDWATER CLASSIC INVITATIONAL ON THE FRONT PAGE OF THE SANTA CRUZ SENTINAL

ASPNORTHAMERICA.ORG TOTAL PIECES: 1 REDBULL.COM TOTAL PIECES: 1

EX: XGAMES.ESPN.COM COVERAGE

EX: REDBULL.COM COVERAGE


ONLINE EDITORIAL FLOW 1

STEP 1 O’NEILL COLDWATER CLASSIC INVITATIONAL EVENT CONTENT LAUNCHED FROM ONEILL.COM/CWC STEP 2

2

ORIGINAL CONTENT AND COVERAGE WAS CREATED BY SURFER MAGAZINE AND PUSHED VIEWERS BACK TO THE COLDWATER CLASSIC INVITIATIONAL WEBSITE.

STEP 3 CONTENT WAS THEN PICKED UP AND DISRIBUTED BY GRINDMEDIA’S WEBSITES STEP 4

GRINDMEDIA’ S WEB PARTNERS AND OTHER ONLINE MEDIA OUTLETS COVERED THE O’NEILL COLDWATER CLASSIC INVITATIONAL EXTENSIVELY. ONEILL.COM/CWC

4

3

SURFLINE.COM

TRANSWORLD.SURF.NET

SURFERMAG.COM

3

GRINDTV.COM/SURF


SURFLINE CONTENT TOTAL IMPRESSIONS: 1,458,379 TOTAL VALUE: $30,000 VIDEO HOMEPAGE • DETAILS: 900X90 AD UNIT, SKIN, VIDEO UNIT, 300X250 AD UNIT • IMPRESSIONS: 800,000 • TOTAL VALUE: $7,000 EDITORIAL • TOTAL VALUE: $2,000 FORECASTING • TOTAL VALUE: $5,000 BRAND CHANNEL • TOTAL VALUE: $1,500

EX: SURFLINE FACEBOOK POST

SOCIAL • TOTAL POSTS: 47 • SOCIAL FOOTPRINT: 658,379 • TOTAL VALUE: $14,500

EX: SURFLINE TWEET

FACEBOOK • TOTAL POSTS: 5 • TOTAL LIKES: 6,325 • INSTAGRAM • TOTAL VALUE: 6 • TOTAL LIKES: 117,226 TWITTER • TOTAL POSTS: 36 • TOTAL LIKES: 250

EX: SURFLINE COVERAGE

EX: SURFLINE INSTAGRAM POST


VIDEO CONTENT Video highlght packages were created to document this unique event concept, its athletes and sponsors. All video packages featured co-branded graphics at the begining and end.

Hank Gaskell, Photo: Parkin


VIDEO CONTENT TOTAL IMPRESSIONS: 50,823 TOTAL VIDEOS: 11 TOTAL VIDEO TIME: 19.39 MINUTES TOTAL VALUE: $1,512

BRANDED BUMPER AT THE BEGINING AND END OF ALL VIDEO PACKAGES

PROMOTIONAL VIDEOS • O’NEILL COLDWATER CLASSIC 2013 INVITATIONAL PREVIEW- 00:42- 8,468 VIEWS

O’NEILL COLDWATER CLASSIC PREVIEW VIDEO

O’NEILL COLDWATER CLASSIC HIGHLIGHT VIDEO

QUINN MCCRYSTAL WILDCARD VIDEO

NOI KAULUKUKUI WILDCARD VIDEO

ANDREW JACOBSON WILDCARD VIDEO

BILLY HOPKINS WILDCARD VIDEO

1 MINUTE COLDWATER CLASSIC WILDCARD VIDEOS • • • • • • • •

ANDREW JACOBSON- 4,393 VIEWS BILLY HOPKINS- 4,468 VIEWS CHRIS FOSTER- 2.324 VIEWS DYLAN GOODALE- 1,571 VIEWS KALANI ROBB- 2,124 VIEWS KILIAN GARLAND- 2,181 VIEWS NOI KAULUKUKUI- 4,224 VIEWS QUINN MCCRYSTAL- 6,450 VIEWS

POST EVENT VIDEOS • 2013 COLDWATER CLASSIC INVITATIONAL HIGHLIGHTS- 02:40- 11,645 VIEWS • O’NEILL COLDWATER CLASSIC INVITATIONAL WRAP UP VIDEO- 06:53 - 2,975


SURFER POLL TOTAL IMPRESSIONS: 19,177 TOTAL VIDEOS: 1 TOTAL VIDEO TIME: 1 MINUTE 30 SECONDS TORREY MEISTER INTERVIEW • TORREY MEISTER WAS INTERVIEWED ON THE 2013 SURFER POLL RED CARPET LIVE BROADCAST ABOUT HIS COLDWATER CLASSIC INVIATIONAL WIN AS WELL AS THE FORMAT FOR THE EVNT AND HIS SURFER POLL PREDICTIONS.

TORREY MEISTER INTERVIEW ON THE LIVE SURFER POLL RED CARPET SHOW


PUBLIC RELATIONS A targeted PR strategy leveraging SURFER media assets with readership and regional and national media outlets generated awareness for the O’Neill Coldwater Classic Invitational. Efforts included SURFER Magazine newsletter mentions, branded HTML email blasts distributed by SURFER, GrindMedia and KHPR and targeted local and regional media as well as surf industry newspapers and magazines.


PUBLIC RELATIONS TOTAL IMPRESSIONS: 255,853* QTY: 9* EX. O’NEILL COLDWATER CLASSIC INVITATIONAL MENTION IN THE SURFER EMAIL NEWSLETTER

GRINDMEDIA INDUSTRY LIST: 900 SURFER INDUSTRY LIST: 2,879 SURFER NEWSLETTER LIST: 164,000 KHPR: 200 RELEASE SCHEDULE • • • • • • • • • •

9.3.13- EVENT ANNOUNCEMENT- PRESS RELEASE 9.12.13- O’NEILL COLDWATER CLASSIC - NEW FORMAT- NEWSLETTER MENTION 9.19.13- REMINDER TO SURFERS TO SUBMIT ENTRIES - PRESS RELEASE 9.30.13- FINALIST ANNOUNCEMENT AND VOTE CALL TO ACTION - PRESS RELEASE 10.14.13- FULL FIELD OF COMPETITORS ANNOUNCED - PRESS RELEASE 10.28.13- FORECAST RELEASE WITH FULL EVENT DETAILS - PRESS RELEASE 11.4.13- INVITATIONAL WILL RUN 11/6 AND 11/7 - PRESS RELEASE 11.6.13- TORREY MEISTER WINS - PRESS RELEASE 11.15.13- INTERVIEW WITH TORREY MEISTER- NEWSLETTER MENTION NOVEMBER- DECEMBER 2014- UPDATES ON HOW THE WINNER IS DOING INCLUDING CONTESTS AND TRIPS - PRESS RELEASE

*QUANTITY AND IMPRESSIONS AS OF 11.15.13

EX. O’NEIL COLDWATER CLASSIC INVITATIONAL PRESS RELEASE


ON-SITE Event sponsors were very well represented at the 2013 Coldwater Classic Invitational. Sponsor logos were on all marketing collateral and every sponsor was branded uniquely on-site at Steamer Lane. The event site was designed to reflect the intimate feel of the O’Neill Coldwater Classic Invitational concept.

O’Neill Coldwater Classic site, Santa Cruz, California


SITE PLAN O’NEILL COLD WATER CLASSIC INVITATIONAL DATES: NOVEMBER 6-10, 2013 SET UP: NOVEMBER 4-5, 2013 TEAR DOWN: NOVEMBER 11, 2013 (Dates TBD based on forecast)

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SPONSOR TENTS MAIN TENT (30’x40’) Competitors / Judges / Announcers / Staff Split in half with hard wall 6” Finished Flooring Banners ouside


ON-SITE

BANZAI BOWLS SET UP IN THE VENDOR AREA

ESTIMATESD ATTENDANCE: 5,000 BANZAI BOWLS ON-SITE • • • • • • • • • •

BANZAI BOWLS TENT LOGO INCLUSION ON HEAT DRAW TENT WALL LOGO INCLUSION ON ALL EVENT BANNERS LOGO INCLUSION ON ALL DIRECTIONAL SIGNAGE LOGO INCLUSION ON EVENT JERSEYS LOGO INCLUSION ON ALL EVENT POSTERS BANZAI BOWLS TRUCK PARKED IN FRONT OF CONTEST SITE BANZAI BOWLS SERVED ALL DAY LOGO INCLUSION ON ALL KICK OFF PARTY SIGNAGE LOGO INCLUSION ON KICK OFF AND POST EVENT PARTY INVITATIONS

CO-BRANDED HEAT DRAW

BANZAI BOWLS SERVING ACAI BOWLS

EVENT SPECTATORS ENJOYING BANZAI BOWLS


ON-SITE

O’NEILL COLDWATER CLASSIC INVITATIONAL CONTEST SITE

ESTIMATED ATTENDANCE: 5,000 FUTURES FINS ON-SITE • • LOGO INCLUSION ON ALL EVENT BANNERS • LOGO INCLUSION ON HEAT DRAW TENT WALL • LOGO INCLUSION ON ALL DIRECTIONAL SIGNAGE • LOGO INCLUSION ON EVENT JERSEYS • LOGO INCLUSION ON ALL EVENT POSTERS • LOGO INCLUSION ON ALL KICK OFF PARTY SIGNAGE • LOGO INCLUSION ON KICK OFF AND POST EVENT PARTY INVITATIONS • FUTURES FINS SOLD ON-SITE AT O’NEILL RETAIL BOOTH • FUTURES FINS GIVEAWAY WITH THE PURCHASE OF TWO COLDWATER CLASSIC T-SHIRTS AT THE RETAIL BOOTH

CO-BRANDED EVENT BANNERS

CO-BRANDED HEAT DRAW

EVENT JERSEY


ON-SITE

O’NEILL COLDWATER CLASSIC INVITATIONAL CONTEST SITE

ESTIMATED ATTENDANCE: 5,000 WATERMANS SUNSCREEN ON-SITE • • • • • • •

SPONSOR TENT LOGO INCLUSION ON ALL EVENT BANNDERS & TENT WALLS LOGO INCLUSION ON ALL DIRECTIONAL SIGNAGE LOGO INCLUSION ON EVENT JERSEYS LOGO INCLUSION ON ALL EVENT POSTERS LOGO INCLUSION ON ALL KICK OFF PARTY SIGNAGE LOGO INCLUSION ON KICK OFF AND POST EVENT PARTY INVITATIONS

CO-BRANDED EVENT BANNERS

CO-BRANDED HEAT DRAW

EVENT JERSEY


ON-SITE

O’NEILL BRANDED CONTEST SITE

ESTIMATED ATTENDANCE: 5,000 O’NEILL ON-SITE • • • • • • • • • • • • •

O’NEILL CONTEST STRUCTURE LOGO INCLUSION ON ALL EVENT BANNERS CO-BRANDED HEAT DRAW BANNER LOGO INCLUSION ON ALL DIRECTIONCAL SIGNAGE LOGO INCLUSION ON EVENT JERSEYS LOGO INCLUSION ON ALL EVENT POSTERS O’NEILL BANNERS ON FENCING ON-SITE O’NEILL FEATHER BANNERS SUROUNDING CONTEST AREA O’NEILL TRUCKS PARKED IN FRONT OF CONTEST AREA BRANDED O’NEILL TROPHY WETSUIT FOR EVENT WINNER FULLY BRANDED ATHLETE AND VIP AREA BRANDED PARKING PASSES LOGO INCLUSION ON KICK OFF AND POST EVENT PARTY INVITATIONS

O’NEILL STORE AT STEAMER LANE

CO-BRANDED HEAT DRAW

O’NEILL BRANDED CONTEST SITE


ON-SITE WINNER TORREY MEISTER AND SECOND PLACE FINISHER WADE CARMICHAEL CELEBRATING WITH SIERRA NEVADA

ESTIMATED ATTENDANCE: 5,000 SIERRA NEVADA ON-SITE • • • • • • • • • • • • •

SIERRA NEVADA TENT LOGO INCLUSION ON ALL EVENT BANNERS & TENT WALLS LOGO INCLUSION ON ALL DIRECTIONAL SIGNAGE LOGO INCLUSION ON EVENT JERSEYS LOGO INCLUSION ON ALL EVENT POSTERS SIERRRA NEVADA KEGS AT BOTH THE KICK OFF AND POST EVENT PARTIES SIERRA NEVADA FOR WINNER AND 2ND PLACE FINISHER AT AWARDS CEREMONY SIERRRA NEVADA BRANDED WAX IN ATHLETE AREA SIERRA NEVADA BRANDED CHAPSTICK IN ATHLETE AREA SIERRA NEVADA BRADING AT KICK OFF PARTY LOGO INCLUSION ON ALL KICK OFF PARTY SIGNAGE LOGO INCLUSION ON KICK OFF AND POST EVENT PARTY INVITATIONS SIERRA NEVADA 6 PACKS DISTRIBUTED TO ALL COMPETITOR, SPONSOR AND STAFF HOTEL ROOMS

CO-BRANDED EVENT BANNERS

SIERRA NEVADA TENT SET UP IN THE VENDOR AREA

EVENT JERSEY


ATHLETE EXPERIENCE

COMPETITOR AREA

WITH AN EVENT CONCEPT THAT DICTATED A SMALER FIELD OF COMPETITORS THE O’NEILL COLDWATER CLASSIC SPONSORS AND STAFF WERE ABLE TO CREATE A UNIQUE AND MEMORABLE ATHLETE EXPERIENCE. KICK OFF PARTY

PRIZE PACK CONTENTS

• • • •

• • • • • •

NOVMEBER 5TH @ EAST SIDE EATERY LIVE HEAT DRAW SELECTION ATHLETES, SPONSORS, MEDIA, & STAFF COMPLIMENTARY FOOD PROVIDED BY EAST SIDE EATERY • FREE SIERRA NEVADA & BONNY DOON VINEYARDS BEVERAGES AFTER PARTY • NOVEMBER 6TH @ HOTEL PARADOX • COMPLIMENTARY SIERRA NEVADA • CELEBRATION OF A SUCCESSFUL EVENT AND THE NEW MEMBER OF TEAM O’NEILL HOTEL PARADOX • ATHLETE ACCOMMODATIONS FOR THE DURATION OF THE WAITING PERIOD

O’NEILL PSYCHO 1 WETSUIT O’NEILL SWEATSHIRT O’NEILL BEANIE O’NEILL CHANGING TOWEL O’NEILL BACKPACK CUSTOM O’NEILL COLDWATER CLASSIC FUTURES FINS (2 SETS PER COMPETITOR) • 6 PACK OF SIERRA NEVADA • SURFER MAGAZINE PHOTO ANNUAL

PERSONALIZED COMPETITOR STORAGE SPACE

COMPETITOR AREA • • • • • •

A FULLY BRANDED COMPETITOR AREA PERSONAL STORAGE SPACE VIP CONTEST VIEWING AREA FREE BANZAI BOWLS ALL DAY LUCH PROVIDED BY EAST SIDE EATERY COFFEE COURTESY OF VERVE COFFEE KICK OFF PARTY AT EAST SIDE EATERY

PRIZE PACK SETUP IN COMPETITOR ROOM AT THE HOTEL PARADOX


2013 O’NEILL COLDWATER CLASSIC INVITATIONAL VALUE BREAKDOWN NET VALUE: O’NEILL TOTAL IMPRESSIONS: 7,425,576 PRINT ADVERTISING VALUE: $43,331 ONLINE ADVERTISING VALUE: $7,500 ON-SITE VALUE: $18,000 PR VALUE: $4,800 ONLINE EDITORIAL VALUE: $12,784 SOCIAL VALUE: $2,000 MARKETING COLLATERAL/ BRANDING VALUE: $57,801 NET VALUE: $146,216


THANK YOU

2013 Champion Torrey Meister and second place finisher Wade Carmichael. Photo: Prefontaine


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