Bailey Ladders stepped up as a primary sponsor of the World Surf League in 2023. Founded in the 1970s, Bailey Ladders has grown to become Australia’s largest ladder manufacturer through active marketing and sponsorship campaigns.
Having secured the sponsorship deal with the World Surf League, Bailey Ladders worked with their marketing strategists at Ballpark Entertainment to find ways to capitalise on their lucrative investment. Ballpark, having worked with Giant Inflatables many times to help its clients leverage sponsorships, approached us again to create a unique experience that could travel with the WSL to each event.
The brief was to create something surf themed that would be easy logistically to transport from event to event. The inflatable needed to be interactive to help create meaningful connections and brand-associated memories for event attendees.
The final product was a mechanical Surfboard Surrounded by a wave-shaped inflatable deck. Players balance on the surfboard as it increases speed, trying not to fall for as long as possible. Upon their inevitable wipeout, players land safely on the inflatable deck, which provided a low-risk fall area.
The inflatable utilised a unique patterned material designed to look like flowing water, adding to the memorable theme.
Our industrial designers leveraged our experience with other mechanical-type inflatables to create the perfect wave during the design process.
Many different deck size options were considered and tested through CAD programs until the final size of five by four-meter models was selected. The deck size perfectly balanced overall impact and mobility for transport and storage.
Extra prominent branding was added to the inflatable to create a strong brand identity, allowing attendees to immediately associate Bailey Ladders with the event and the activation.
Velcro branding was used for all of the WSL brand sections to ensure that upon the end of the WSL season in Australia, Bailey Ladders could easily re-brand the inflatable for other events.
The Bailey Ladders Surfing Inflatable debuted at the Rip Curl Pro Bells Beach WSL event in April 2023 with immediate success. The interactive inflatable drew a large crowd, covering a broad demographic from young children to parents.
The challenge was irresistible for most passers-by, and lines soon started to snake along the foreshore as attendees cued for their turn.
Ballpark Entertainment gave highly positive feedback congratulating Giant Inflatables on “yet another amazingly successful activation”.
The inflatable has already shipped to Queensland for the next WSL event and will be featured at all remaining Australian Surf events.
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