Experiential Marketing: The Philippines' First Ever Sandboarding Competition

Project: Event Marketing
Assignment: Marketing Planning, Event Organizing, Grassroots Marketing, Influencer Outreach, Event Activation

Role and Objective

Headed the Laoag La Paz, Sandboarding Competition: The Philippines’ First. Developed a marketing plan for Visionaire Inc — Havaianas’ third party distribution company in Ilocos, Philippines — to create an event that would establish the flip-flop brand as the official partner of the new extreme sport that launched in the country.

The only sand dunes in the Philippines as extensive as Ilocos’s covering 33 sq mi coastal desert, so cinematic it is was made prime location to the epic Born on the Fourth of July and multi-awarded Filipino local films such as Himala, was naturally picked for the first ever sandboarding festival in celebration of the success of the birth of sandboarding and 4x4 ride adventure as the region’s unique tourism offering.

Amplified the event by fostering strategic partnerships and relationships. I invited local influencers, off-road enthusiasts, sandboarders and reached out to national news outlets like Rappler.com to promote the event. I headed the event planning and sought and worked closely with event partners and sponsors to facilitate in the creation of awards, managed the even budget and invited judges for the competition. I managed the set design, event set-up, event program, marketing and press promotion while adhering to Havaianas brand guideliness.

After-party BBQ Invitation

Trophies made by local wood carvers in the shape of sandboards