Brief: STA needed their range of Swimming Awards to be promoted and sold across holiday parks and to swimming instructors UK wide. The brand needed to appeal to children and families to encourage participation in the learn to swim programme.
Method: A new mascot that children would love and recognise was developed for the Awards. This was used in a variety of ways, from cartoon strips in national press to highlight the dangers of swimming in the sea, rivers, lakes or weirs, to ‘appearances’ by STAnley to local swimming centres celebrating award achievement in local press.
Result: STAnley proved to be a real hit with his target audiences. A PR strategy that proved to be flexible as well as fun, media coverage was secured in a wide variety of national and local media, extending the reach of the STA brand. STAnley the Seal continues to successfully promote the STA today.