SSE is a proud sponsor of the Weymouth and Portland National Sailing Academy (WPNSA), demonstrating its commitment to the development of one of the UK’s most successful Olympic medal sports. SSE provides assistance with energy reduction schemes such as installing photovoltaic cells which has helped the Academy achieve outstanding environmental credentials and a host of green awards.
Synergy created a PR campaign to raise awareness of SSE’s WPNSA sponsorship and bring to life their commitment to sailing as well as continuing their support of local communities. In order to do this, Synergy conceived and created a ‘mini regatta’, working with St George’s, a local primary school, and British Windsurfer Nick Dempsey. Nick acted as the SSE ambassador and helped draw in both local and national media.
The local children spent the morning with Nick, where they wrote ‘waves of support’ on to SSE-branded toy boats, wishing Nick and all British sailors good luck on the water this summer. They also wrote their messages on a large, full-size sail which is now displayed at the WPNSA. Nick and the schoolchildren then took to the water to release their boats into the sea, competing to see which one reached the shoreline first. All the children that took part in the race had their boat returned to them and the winner received a voucher to complete their Level 2 sailing course.
SSE sailing activity gained a high level of national and regional cut-through, across both online and print titles, which highlighted the brand’s development and commitment to the Weymouth and Portland National Sailing Academy and energy reduction schemes.
By Francesca Gamble on July 3rd, 2012