Banana Boat + Ash Barty 

Driving key messages through a strategic partnership.

The brief

Following on from a period of successful crisis, reputation and community management, H+K drove the Banana Boat sun protection education message with Australian media through a content strategy with newly appointed brand ambassador and Australian professional tennis player, Ash Barty.

The solution

H+K developed a strategic approach to the partnership announcement to secure an exclusive broadcast opportunity, followed by online content that communicated Banana Boat’s key messages.

H+K also developed the visual content with Ash Barty and distributed it to media on launch day, driving media buzz around Ash’s upcoming season and how she plans to stay safe under the sun during the 2019/20 summer.

The result

Channel 7 Sunrise aired an exclusive interview with Ash Barty on launch day, followed by broader media receiving a visual content pack and opportunity to interview Ash.

The campaign delivered 58 media clips (including syndication) and a reach of more than 7.7 million people.

The partnership enabled Banana Boat to align with an authoritative figure who seamlessly communicated the brand’s key messages to further educate Australians about how to protect themselves under the Australian sun.

Sector: Consumer Packaged Goods, Health + Wellness, Sports
Specialist expertise: Partnership Marketing, Content + Publishing Strategy
Office: Sydney, Melbourne