Source: British Surfing Association – www.britsurf.co.uk

CALYPSO LAUNCHES CITY SURF CAMPAIGN
As sponsor of the British Surfing Association (BSA) and the British Junior Surf Team, Calypso Soft Drinks is extending its brand association with surfing by launching a major UK-wide series of surf activities to enhance its flagship Juicy Water brand, Aquajuice 67.

Calypso launches ‘Surf Anywhere’ – a national tour over the Spring and Summer - which aims to introduce children, particularly inner city kids, to surfing by showcasing ‘surf sport’ alternatives to kids not traditionally given access to the sport.

Richard Cooke, Sales & Marketing Director at Calypso said, “We wanted to find a way to take surfing off the beach and into towns and cities.  It is a very cool, healthy, appealing sport and represents a lifestyle which most kids want to connect with.  

It often encourages kids who wouldn’t normally join in traditional sports, to try ‘surf sports’ and look at an activity for the first time.  The Surf Anywhere campaign aims to make a positive difference, ties in with government initiatives which encourage alternative sports in schools and promotes a healthier lifestyle including the 5-a-day nutritional message.”

The first stage of the campaign launches in April as the British Junior Team heads off to Ecuador to participate in the Quiksilver ISA World Junior Surf Championship 2009.  At the same time, Calypso is sponsoring a team of coaches to visit 50 city schools across the South and South West, taking Dry-land surfing, Street Surfing and Indo-boarding to pupils in inner city schools. All three activities are ‘surf derivatives’ and promote core fitness, balance and aerobic activity with a big fun factor.

The campaign will be featured on 20 million Aquajuice 67 packs, with extensive consumer PR and marketing, in association with partners: the British Surfing Association and Street Surfing.

Notes To Editors:
For further information, for images or comment please contact:
Louise Leadbetter, Honey Communications Tel: 07973 223404 or email:
louise@honeycomms.co.uk

Richard Cooke, Sales & marketing Director, Calypso Tel: 01978 668400

Calypso Soft Drinks Ltd is one of the UK’s leading independent manufacturers of healthy and refreshing soft drinks.  As it looks forward to celebrating its 50th Anniversary with the well known Calypso brand, the company has continued to thrive in a highly competitive market sector dominated by multinationals.

The family company has established integrity and success due to its extensive and fluid product portfolio and a relentless commitment to innovation delivering new, fun, healthy and refreshing products.

Calypso Aquajuice 67 proudly sponsors the British Surfing Association, the British Junior Team, the British Schools Surf Championships, The British Junior Surf Championships and the British University Surf Championships.

Sport England South West Regional Coach
The Position of the South West Regional Development Coach has been funded with the assistance of a grant from Sport England South West who recognize surfing has a major impact in participation of sport, lifestyle and economy within the region. It is because of these elements they decided to award a Community Investment Fund grant to the BSA to develop surfing in the South West.

The role of the South West Regional Development Coach is to increase and support participation in surfing at Grassroots level. This is being achieved by working with and setting up Surf Clubs, Schools and Academies across the South West region, focusing on three key areas.

Firstly, offering limited free places on Level One and Level Two coaching courses and ISA Judging courses to BSA affiliated clubs members. This reaches out to the Grassroots development which will increase club coaching skill levels, thus offering more to their membership.

Secondly, to set up a career pathway for surfers entering the competition structure. This is being rolled out with the assistance of School Sports Partnerships who are beginning to embrace surfing as an alternative activity and have already begun to hold inter-school competitions. Linking with the BSA they will be able to develop a tiered structure that is matched by each School Sports Partnership where they develop their own club structure and links with the structure of the community club.

The final element is for the development of an inter-club competition structure. As club numbers increase across the region, the BSA would like to develop a simple competition structure where they can organize challenge competitions thus improving communication amongst each other.

If you would like further information regarding the work and projects of the Regional Development Coach, contact Andy at the BSA. W: 01637 877928 M: 07590029877 E: andy@britsurf.co.uk

About the International Surfing Association (ISA)
The International Surfing Association (ISA) is recognized by the International Olympic Committee (IOC) as the World Governing Authority for surfing, bodyboarding and surfriding. It was originally founded as the International Surfing Federation in 1964 and has been running world championships since 1964 and the Junior World Championships since 1980.

ISA membership includes the surfing National Governing Bodies (NGBs) of over 50 countries on six continents. Its headquarters are located in San Diego, California. It is presided by Fernando Aguerre, first elected in 1994 in Rio, and re-elected six times since. The ISA's four Vice Presidents are Alan Atkins (Australia), Robin de Kock (South Africa), Mike Gerard (USA) and Karin Sierralta (Peru).

BACK TO HOME