31 August 2018
Brandnation’s Sports PR agency team partnered up with client Wiggle.co.uk to create an open water swimming and coaching session, as part of Wiggle's successful '6am Series' of experiential sporting events for key media, with this event hosted at Hampstead Heath's famous 'ponds' specifically for water sports media and influencers.
Despite being in existence for over 10,000 years, open water swimming is often seen by many as a discipline exclusive to hardcore triathletes. However, increasingly the concept is catching on with Brits looking for something a bit more challenging and natural than the local lido. Indeed, Outdoor Swimmer Magazine lists 120 official open water swimming venues across the UK, so there's no excuse to not grab your goggles and give it a go.
Perhaps surprisingly, given the gym filled playground that London is, the capital is home to just under 10% of these venues. This includes the famed location of the Hampstead Heath ponds, a popular haunt for hundreds of Londoners during the summer as well as the host of supermodel Kendall Jenner’s recent photoshoot for Love Magazine!
Inspired by our Hollywood counterpart, and the recent heatwave, Brandnation and Wiggle dared to do something different.
Our 6am Series experiential concept for Wiggle had already proved a highly successful promotional vehicle via events targeting the run and outdoor categories, where influencers were challenged to show how they ‘Get There’ in keeping with Wiggle's brand campaign messaging for 2018. For the launch of Wiggle's swim category, Brandnation extended the 6am Series concept for Wiggle and created a swimming inspired influencer experiential event, centred around improving open water efficiency and training in the early hours of the morning (hence 6am...).
Several London based influencers were targeted and to underline expertise in this category, Brandnation's Sports PR agency team partnered with swimmer Callum Hudson, of the Wild Swimming Brothers collective, to provide a masterclass on wild swimming.
Upon arrival at the Mixed Ponds, the attendees including Kim Hartwell and Tri-Liam were told of the key benefits of open water swimming, such as getting back to nature, fitness and mental health, before diving into action (literally) to learn about many open water swimming tips and tactics. Four laps and over 1,000 metres later it was time to throw on the warm and cosy dryrobes, and get back into town in time to start work refreshed and inspired.
The trip enabled Brandnation and Wiggle.co.uk to showcase the launch of the retailer’s wide-ranging swim category products and the influencers and media present were able to get stuck in, trying wetsuits and swimming aids and accessories from swim market brand leaders including Orca, Speedo, Zone 3, dhb and more.
Brandnation has a long history of executing brand experiential events that help deliver a strong campaign message as well as helping trial and showcase new products. For more information on what Brandnation can do to accelerate your brand contact with influencers and media, contact us via email at firstname.lastname@example.org or by phone at 020 7940 7170.