The Band developed a summer consumer promotion to run in 100+ Australian National surf retail outlets for Dakine which featured weekly boardshort prizes and a major prize trip to Hawaii, where the name “Dakine” was born. 

We worked with Hawaiian partners, Hawaiian Airlines and Aqua Resorts at Waikiki to deliver an authentic Hawaiian travel prize to winners.

In-Store Collateral focused on current Dakine designs and included posters, window decals and high profile swing tags to drive customer sales and entries.  Social Media supported the program with Instagram & Facebook posts.  Magazine Ads in core surf magazines and online sites also drove store visits and competition entries.

A Trade Promotion rewarding the 10 best selling staff nationwide who sold the most Dakine product during the promotional period supported the consumer promotion.

Together we were able to drive awareness, reward top sellers of Dakine, and deliver extraordinarily successful quarter results for the brand in Australia. 


DAKINE Window Decal
DAKINE Swing Tag

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DAKINE Social Media