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Surfrider Foundation

 

The Task

When asked to create a signature fundraiser for the coastal preservation non-profit, LLR suggested a pair of events — one on each coast, connecting with media, influencers and donor bases in each market.

What We Did

Collaborated with Surfrider to conceive and execute Two Coasts: One Ocean, fundraising events in Montauk, NY and Malibu, CA. Suggested themes that connected with the roots of the organization: simple and tasteful, outdoors, close proximity to key beach communities.  Handled all production including location scouting, environment design, talent relations, etc. Sourced auction items to generate bids and populated host committees with a cross section of bold face names (a mix of hosts and attendees that included Laura Dern, Stephanie Gilmore, Laird Hamilton, Anthony Kiedis, Greg Long, Carolyn Murphy, Kelly Slater, Bruce Weber). Strategy included outreach to lifestyle media in multiple regions and a social media implementation plan that actively engaged influencers, making it easy for them to become ambassadors and share the messages with their respective audiences. 

These combined efforts resulted in highly visible social media activity and a robust array of media coverage for the events, as well as for the organization, that included The Wall Street Journal, East Hampton Press, Blackbook Magazine, Daily Front Row, OK! Magazine, The New York Observer, The Malibu Times, California Apparel News, Surfline and Transworld Business.