Creating
the Digital
Master Strategy
for Surfing
Australia

Client: Surfing Australia
Year: 2017
Role: Web Design

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UX Design

Centralised Data

SEO & SEM

Content Monetisation

Digital Transformation

Creative Design

The Australian Sports Commission (ASC), was looking to revamp its Digital Master Strategy for “Tier 2” sports.

T2 sports as defined by the ASC are those that have a large participation base, but do not have significant FTA TV broadcast deals to monetise the National Sporting Organisation (NSO). (ie: T1 are NRL, AFL, etc).

The ASC saw the opportunity to use digital channels & modern ad-tech to monetise these sports.

We named their database, The Barrel.

We competed in an open tender to completely overhaul the Information Communication & Technology (ICT) plan for Surfing in Australia. We won the pitch, developed the strategy, and implemented the design.

The strategy was essentially data driven, and consisted of a series of digital assets, (to be developed across both web and app environments), all targeting a different sub-section of the target audience, (and with different business models behind them, ie: AVOD or SVOD) but every asset feeds into the one central database that we called “The Barrel”.

This has provided real and measurable results for Surfing Australia, allowing them to profile their customers, increase conversions, and use content to support their broader email marketing and social media marketing initiatives.