O’Neill SEA Paddle NYC

When the director of The O’Neill SEA Paddle NYC approached M studio to help raise awareness for a charitable 26.5 mile stand-up paddle around Manhattan, our PR team was excited and ready for the challenge! The success of the event would help raise awareness and funds for autism and the environment, two causes we are always happy to stand behind.

After an initial brainstorming meeting, we knew that we needed to get news of the event to niche SUP, surf and philanthropic communities across the US, as well as support SEA Paddle participants from around the country in generating press and donor support in their local markets. We also knew we had to reach beyond our target demographic to establish brand recognition for the Paddle and generate greater support in the years to come.

Following extensive research, we developed a communications strategy that encompassed both social media, traditional public relations, and on-site event management and media relations. We targeted print, online, and broadcast opportunities and also connected with micro- and macro-networks across the web.

With the support of our public relations team, The O’Neill SEA Paddle NYC raised more than $350,000 for eight autism and environmental nonprofit organizations. We garnered media coverage in key publications including National Geographic Adventure, Reuters, Time Out NY, Standup Journal, Complex and numerous others. All New York City network affiliates covered the event, as well as NY1 and WPIX-TV whose anchor Lisa Mateo broadcasted a live SUP demo from the SEA Paddle NYC starting line and featured interviews with some of the top participating athletes and event directors.